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.