Sony Ericsson

Glad to see that a brand has worked out a clear positioning. Sony Ericsson means music. Very clear. Such positioning is quite logically ownable by Sony Ericsson as it rides on the brand equity of Sony in pioneering "music on the move" (the Walkman). Who else is convincing enough to claim such positioning ? None. There is a TVC on air right now and it is pretty well done with different moments of music enjoyment. The print ad on the left is sending the music positioning message, using "play with the product" as the creative idea. Simple and clear.

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