You’re Not Married to Your Slogan, Dump Her and Change
Amid the flurry and bustle of a Berlin tech fair, Sony announces their strategy to convey a single umbrella brand message for all it’s entertainment and electronics businesses around the world. Which just leads some one to ask, “well what was their last one?”
That is a very good question and when asked, the answer seemed to elude everyone. There is “The Advertising Slogan Hall of Fame,” a list of the more infamous and memorable slogans inducted on an annual basis, but Sony could not be found recorded. Perhaps their slogan was not monumentally memorable in the first place? One might wonder how far back they would have to go in order to get some answers. According to the official story you will have to go as far back as 1982. When “Blade Runner” and “Tootsie” were on the silver screens, the first artificial heart transplant was performed and the cost of a first class stamp was 20 cents. And don’t forget...one of the biggest technological hits of the day was of course...”the SONY Walkman.”... Ah yes! To be able to strap your stereo to your back pocket and go was a technological miracle at the time. It seems trivial now but it set the stage for Sony to be recognized as not only a quality product, but in tune with their customers and the times... yes Sony was poised as innovators!
It was also the same time that Sony last revamped it’s corporate identity and came up with an “S” mark for a logo. Yet concerned whether people who saw the logo for the first time would wonder what it represented, a brief catchy phrase accompanied the logo stating, “It’s a Sony!” From then on all Sony TV commercials ended with the “S” mark followed by a voice over with the slogan. This combination of picture and sound quickly became recognized around the world as a unique Sony trait. But that was then, and we have certainly come a long way since than. Quite possibly Sony Corporation took the time to stop and ask themselves,”does anyone remember now?”
Slogans are very important advertising tools, they are like mini vision statements, effectively conveying a companies key characteristics to all eyes: investors, customers, and suppliers alike. Every company regardless of size should have one. They are easy to plant on business cards, T-Shirts, promotional materials, and if they are catchy enough they may end up in the hall of fame. Indeed a well crafted slogan can keep the product forefront in the consumers mind. That is why most giant companies love to use corporate slogans to spur growth. Now not every company is ripe for a new slogan They are particularly effective when you are trying to communicate a major shift in strategy, or reflect a change in societal shifts, or wake up a sleeping giant. In Sony's case it would be safe to say all three.
Computer technology has swallowed the world that we had once known. Who has not been touched in more than one way with this monumental evolution which is changing the way we look and interact in our world? Advertising has changed in leaps and bounds as everyone jockeys to catch the eye of the consumer who is more often than not, tuned into the computer monitor or android phone. The term “games” used to mean kicking a ball outside on a field, now you can kick the ball clear across the world sitting in a comfy chair; enjoying 3D quadraphhonic surreal surround sound. Mind sets are changing, and indeed Sony has jumped onboard.
“Make.believe” (pronounced: make dot believe) is their new brand meassage and in their words and I am quoting:, “believe” is the power of inspiration and “make” is about crafting inspiration into products and experiences for our consumers. The “dot” is the place where they meet-and where magic happens. Would anyone like to guess who they are targeting? Anyone? This slogan unites Sony’s communication efforet across electronics, games, movies, music, mobile phones and network services, aimed at delivering unparalleled user experiences.
Sony is hoping to re-ignite the innovative perception and inspire consumers to embrace the spirit of “make.believe.”
It will be interesting to keep an eye on how receptive their customers will be , if this is a “hall-of-fammer” kind of slogan. Indeed it is safe to say that with a new slogan we can rest assured to be captivated with a riveting advertising campaign that goes along with it. Time will tell. In the mean time... how’s your slogan doing?
