This is a story about brand. And how Sony' s brand has been challenged by customer and competitors expectations. Customers expectations have been raised by the new digital experiences that they are now surrounded by or perpetually immersed in, google, facebook etc, this means that their expectations from a consumer electronics firm have been transformed, it is now harder than ever before to be exceptional in this landscape.
Secondly Sony has found itself in a market place where its competitors market their products (Apple, Samsung) to teenagers in Tokyo in the same way they do in Paris or Mumbai. Sony had a more fragmented approach taking a much more localised message out to its customers, which had diluted the brand.
This project was about the fight back it was and is about Sony speaking with one voice to its global customer base, to promote exceptional customer experiences in One Brand.