This is going to be a short post, simply because I’m in so much shock, I don’t think I can pad it out with my usual bollocks.
As many of you know, I’ve worked on SONY in the past – and one of my big achievements was getting them to adopt our ‘FEEL’ positioning.
Well, all good things must come to an end and SONY have just announced their new corporate end line.
Are you ready for it?
Make.Believe
Yes, that’s right … MAKE BELIEVE … in other words, SONY make products that are one big fat lie/exaggeration/delusion.
Who said there was no truth in advertising anymore??
In all seriousness, WHAT THE FUCK WERE THEY THINKING?
I know someone has told them that having a fullstop between the words makes all the difference, but it doesn’t – and whoever came up with this blatant stupidity [and I have my suspicions] should go and kill themselves immediately, just like all the SONY shareholders who are in for a very long and cold winter before they receive some dividends from their investment.
To be fair, the idea behind the line is alright.
Of course it means SONY have to actually go back to their innovation roots and stop churning out averageness … but as an underlying idea, it works – even though it’s very similar to many other technology brands.
However putting that aside – and the fact I think it has more relevance to certain SONY divisions than the company as a whole – I’m still pretty devastated by it all.
Not because they have moved away from our thinking/work [to be honest, they never embraced it as much as they should/could/said] but because this is a brand I love/d and if they can think this stupid endline sends out a positive message to an ever increasing skeptical audience, then I doubt they’ll be able to identify good and innovative products in the future.
Let’s hope the next incarnation of what they do doesn’t end up being summed up as SONY.DEAD
PS: It’s still a pretty long post isn’t it!