Sony - Fresh Creative Turf for the World’s Most Respected Brand

Laurence Green

Global campaign for Sony Europe to cement brand appeal in consumer electronics category. Perceived weakness was a sense of emotional distance from some potential customers: it was necessary to give the brand more `humanity' without lessening the high respect for its products (`partner rather than provider').
Agency: FallonAuthor: Laurence Green

Sony – Fresh Creative Turf for the World's Most Respected Brand

A VERY BRIEF BACKGROUND

Sony Europe briefed agencies in the summer of 2002 to develop new insights and ideas to cement the brand's appeal in the consumer electronics category 1 both now and in the future.2

Any new strategy or idea would have to work across audiences, across products and – arguably toughest of all – across markets (some mature, some immature. from the UK to Russia).

More specifically we would need to balance tomorrow's vision with today's business...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands