Sony Corporation of America: What's Next? campaign
Chris AmorosinoOVERVIEW
At least four factors converged to make April 1997 the time for Sony Corporation of America to introduce a new brand-advertising campaign. Sony knew that as electronic technology continued its rapid pace of change the importance of a strong brand name would increase. Companies built around a product today might be unknown tomorrow if technology made that product or its category obsolete. A second factor was that Sony stood poised to unleash several major new digital products. This change would bring Sony into competition with new, powerful Internet and computer...