Sony's new marketing message is dubiously honest, in a roundabout way. It's pretty much just publicly said: "we just make this s**t up".

It's been a while since Sony knocked our socks off with its marketing spiel. There was that business with the Emotion Engine but Sony's been on a downward slope since the PS2 and its got to the point now where its unfortunate recent Bravia patent pretty much summed up how many people see the company.

Ever since I went to that Sony party where they had midgets dress up as Smurfs I've been somewhat dubious of whether their marketing is "on message" so to speak. I'm not sure if it was ever acceptable to do that; or whether it was post post-modern something or other - but for me it had an air of a corporate company trying to be kooky, but misjudging it. The end result was just uncomfortable.

And while it's new message isn't really offensive, it has that same air to it. Sony's new brand message is make.believe (apparently this is to be pronounced "make dot believe" - thanks for clearing that up guys).

From a press release Sony have just issued" "Taking centre stage at IFA, the world’s biggest consumer electronics fair, Sony today announced ‘make.believe’ (pronounced: make dot believe), its new Group-wide brand message."

Is it just me, or is this message essentially saying "we make it up". Curiously pertinent given the language used in the rest of the press release.

Here's the money quote:

‘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!

There's no real words I can add to the press release that make it any better. But I find that if you keep in mind that Sony lost $2 billion during the last financial year it all makes a bit more sense.

Here's the press release in all its glory:

Berlin, 2 September 2009: Taking centre stage at IFA, the world’s biggest consumer electronics fair, Sony today announced ‘make.believe’ (pronounced: make dot believe), its new Group-wide brand message.

Symbolising Sony’s spirit of creativity and innovation, it is the first time Sony has introduced a single overarching brand message for all of its entertainment and electronics businesses around the globe. ‘make.believe’ unites Sony’s communication efforts across electronics, games, movies, music, mobile phones and network services.

“As we move to transform Sony and integrate the very best in electronics, entertainment and technology into the homes of our customers, the importance of an all-encompassing and unified brand image is more important than ever,” said Sir Howard Stringer, Chairman, CEO and President, Sony Corporation. ”In addition to reigniting the innovative spirit of our employees and our products, make.believe will differentiate us from countless competitors and inspire consumers around the world to embrace all that is Sony.”

‘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!

Commenting on what this means for Europe, Fujio Nishida, President of Sony Europe said: “The key for us is how ‘make.believe’ translates into compelling products, content and services for the consumer, all aimed at delivering unparalleled user experiences. ‘make.believe’ symbolises the spirit of Sony, which we will continue to bring to life with the unique breadth of Sony’s entertainment expertise.

Embracing the spirit of ‘make.believe’, Sony willl bring 3D to the home in 2010 and reinforce the role of the living-room as the hub of home entertainment, with exciting and oustanding 3D entertainment experiences. We will also see the introduction of online video downloads via the PlayStation Network to key European markets.”

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