How One Of The World's Most Innovative Brands Does Innovative Branding

The author describes how Sony views its brand, and the methods it uses to keep the brand fresh and relevant to its customers, amongst which is the 'lifestyle network concept'.

How One of the World’s Most Innovative Brands Does Innovative Branding

Sony keeps its brand momentum going

Denise Lee Yohn, Sony Electronics Inc

Whether we are charting brand elasticity, celebrating brand diversity or targeting our media and messaging by...