Agency: Bartle Bogle Hegarty | Authors: Heather Alderson, Martin Smith and Gavin Bell |
Sony Ericsson – The power of participation
INTRODUCTION
The subject of branding is a hotly debated one in any market. In mobile phones the issue is even more acute. The business model imposes a 'product in use' communications formula that relegates handset branding to the superficial level of look and feel and results in a sea of un-differentiated communications.
With brand communications not an option, Sony Ericsson found a new and more effective way of branding their own product in use communications. Going beyond look and...