Sony, which announced a management overhaul earlier this week, announced a new corporate marketing slogan on Wednesday and said it aimed to claw back market share in flat TVs and boost sales in Europe. The new slogan, "like.no.other", will be used from Sony's first fiscal quarter next month, but no additional marketing budget is freed up for the launch, said Chris Deering, president for Europe at the world's biggest consumer electronics firm. "It's a global initiative and it will evolve. It's more than a slogan. Previous slogans were a call to action.
This defines what we believe we are and what we want to be better at," Deering told Reuters at the CeBIT electronics fair here.
The company has run into problems in recent years, being late with production of flat panels and introduction of thin TVs, and missing the first round of the portable digital music age that was kicked off by Apple with its iPod.
"This (slogan) is more compelling, more relevant and more broadly reaching," said Deering, adding that the company's consumer research had showed Sony was the only brand that could live up to a ambitious credo such as "like no other".
The slogan will replace the current "You make it a Sony" which has been used for two to three years.
Sony's electronics products marketing budget is 350 million euros a year. Games, music, film and handsets have additional budgets.
Consumer electronics rival Philips Electronics replaced its old marketing slogan "Let's make thing better" with "Sense and Simplicity" six months ago.
Deering concurred with the call for more simplicity.
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