Sony seeks emotional connections at the "last inch"

This event report outlines how Sony, the conglomerate active in categories including electronics, music and film, is seeking to build products capable of emotionally engaging consumers.

Sony seeks emotional connections at the "last inch"

Stephen WhitesideWarc

Brand custodians often celebrate the virtues of connecting with consumers during the "last mile" - whether that's delivering seamless digital services, achieving lower-funnel marketing engagement, or driving actual conversions.

But Kazuo Hirai has an alternative perspective. More specifically, the President/CEO of Sony believes the company - which has created numerous iconic electronics products over the course of its 71-year history - must shorten the traditional gap between the brand and the customer by an even greater margin.

"Some telecommunications companies have described the sweet spot in customer delivery as...

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