Sony Hopes to Be Cool Again
Sony took 2010 CES to introduce its new branding campaign and cover girl to North America, unveil a new design concept and roll out a handful of products, including 3D compatible Bravia LCD TVs.
The “make.believe” (pronounced make-dot-believe) campaign will tout a unified message across all of Sony’s businesses, including electronics, entertainment and network services. At the center of the campaign is a series of videos of people telling how Sony helped make their dream into reality. The new face of Sony, pop star Taylor Swift, kicked off the press conference, with a performance of her hit “Romeo and Juliet.”
“Are we not lucky?” asked Sony CEO and chairman Howard Stringer, about the partnership. “Maybe they’ll call us cool again.”