SONY'S IDENTITY CRISIS; Infighting, lack of innovation blur brand, prompt $100M agency search.(News)

Advertising Age,  February, 2005  by Bulik, Beth Snyder

Tags: agency, brand, Sony Corp.

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Byline: Beth Snyder Bulik

Sony used to be a lifestyle brand powerhouse that topped most consumers' wish lists. Today that positioning is Apple's, and Sony finds itself looking increasingly like your grandfather's electronics company.

What happened?

It's more a question of what didn't happen. Sony didn't innovate and didn't get new products to market quickly enough. Its presence in the music and software markets deterred entry into new hardware categories such as MP3 players. Meanwhile, with its broad range of products, it allowed its brand image to become so blurred that ...

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