Editor's comment: Welcome - Sony Mobile launch adopts Bravia ethos

Try as I might, it's a struggle to recall any marketing from the 10-year Sony Ericsson era. Compare that with the creative and commercial triumph of the Sony Bravia 'Paint,' 'Balls' and 'Play-doh' ads.

Now that Sony's absorption of Ericsson's handset business is complete, it is capitalising on its single status with a branding campaign (see page 6). The stakes for Sony couldn't be higher, including making sure that 'when consumers think about smartphones, they realise Sony has something to offer', as its UK marketing director puts it.

So which school of advertising will Sony tap into? A preview of 'Made of imagination' confirms it is adopting the Bravia ads' creative ethos, hiring the best animators money can buy.

If Sony gets its mobile brand strategy right - its entertainment credentials are unsurpassed by rivals - it won't be the first tech brand to have its fortunes revived by this most dynamic of categories. Think: Samsung.

Outmanoeuvring the mid-market squeeze

Are 'mid' and 'market' such dirty words in a downturn? Consumers, we're told, prioritise more harshly when money is tight, and move to either ends of the market scale.

In reality, there is no one brand strategy response. Some FMCG companies cope by launching premium brands (page 30) while others, such as cosmetics giant Revlon (page 26), revel in selling affordable, yet high-quality products.

Noelle.McElhatton@haymarket.com

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer