Sony has had quite a showing at the ongoing IFA consumer electronics fair. Just today, Sony announced a new company-wide initiative, dubbed make.believe (pronounced “make dot believe”), that will tie in all the company’s brands, whether it be the company’s network services, games, movies, music or general electronics.
Sir Howard Stringer, CEO of Sony, talked about the new service:
“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.
“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.”
Speaking about how this service will affect the European market, 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.”
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