The phrase "make.believe" was a global brand strategy for multinational conglomerate corporation Sony.
The phrase "make.believe" was a global brand strategy for multinational conglomerate corporation Sony.
Previously, the company adopted separate strategies in its promotion of entertainment and electronics products. [1]
The "make.believe" campaign marked the first time any message has served to represent the company's entire range of products. [2]
Sony announced a brand strategy at IFA 2009 to replace the "like.no.other" moniker. [2] The words "make.believe" form the "Sony Group Brand Message." [3]
The company described their campaign as follows:
Sony emphasizes the importance of the period between "make" and "believe", saying it is "where imagination and reality collide." [3]
Sony's Group Marketing Communication Department heads the "make.believe" project. [4] Designers of the "make.believe" logo produced an animated version before producing a static one. [4] They made versions in both 2D and 3D. [4] The animation begins with light emerging from the center, while colored rays represent "make" and "believe." [4] A dot appears, followed by the words of the message. [4] The designers found it difficult to effectively adapt the animation to a 3D context, and thus turned to Sony Pictures Entertainment and PCL for advice. [4]
Junichi Nagahara of Sony Creativeworks was asked to create sound for the animated logo. [4] His superior, Nobuhiro Jogano, asked him to represent the sound of light, as well as the sounds of the words "make" and "believe." [4] The company even produced a surround sound version of the sound for the animation, [4] concerned that a stereo version would distract audiophiles. Daigo Maesaka adapted the logo for the print medium, and put together simulations of recommended uses. [4]
Following the announcement of the "make.believe" brand strategy, the company included the logo at the end of advertisements. [1] Not until November 2009 did it launch its first advertisement. [1] The ad, created by 180, illustrated a boy on a "magical journey" through the worlds created by Sony offerings. [1] Sony expanded the initial ad to print, television, digital, and outdoor advertisements across Europe. [1] The company launched the "make.believe" strategy in the United States in January 2010. [1]
Sony budgeted US$100 million for its "make.believe" campaign in 2010. [5] That same year, Sony rolled out the second portion of the campaign, focused on promoting its 3D offerings. [5] It broadcast television advertisements featuring American football player Peyton Manning as well as pop singer Justin Timberlake. [5] The advertisements were intended to teach consumers about 3D and reduce misconceptions about the technology. [5] As a part of the push, the company planned to conduct several thousand demonstrations in retail settings, allowing consumers to see 3D technology first-hand. [5]
 | This article needs to be updated.(September 2019) |
The Financial Times mocked Sony's tagline, arguing that it represented Sony's "make believe" attitude of ignoring serious problems. [6]
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