Says Sony Ericsson brand strategy head Cathy Davies, "Fusing communication and entertainment has been at the core of Sony Ericsson‘s offering since the start of the joint venture. ‘make.believe‘ aligns Sony Ericsson with the Sony Group companies and reflects the coming together of communication and entertainment. By re-aligning our brand and adopting ‘make.believe‘, we further highlight our entertainment offering to consumers."

Visually, Sony Ericsson will expand the appeal of its ‘liquid identity‘ logo by adding seven new colour variations plus a new a ‘liquid energy‘ flowing from the logo to make it more playful and visually appealing for the digital arena. The company also aims to adopt a more open and questioning attitude by inviting greater consumer participation in the brand through a stronger focus on interactive digital and social media channels.

A series of strategic marketing campaigns over the next few weeks will launch the realigned visual identity and showcase the start of ‘make.believe‘ at Sony Ericsson, including a ‘spark something‘ viral campaign for the new Satio, Aino and Yari phones.

Says Sony Ericsson India president Anil Sethi, "Our realigned brand will play a vital part of our strategy in India to be seen as a communication entertainment brand. Consumers will soon experience this proposition in the Aino, Satio and Yari, which will soon be launched in India."