Sony Ericsson - The power of participation

Heather Alderson, Martin Smith and Gavin Bell

This paper shows how Sony Ericsson developed a new way of branding their mobile phones, in terms of consumer use/participation, during its campaign from 2004-05.
Agency: Bartle Bogle HegartyAuthors: 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...

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