make.believe

The words 'make.believe' was a global brand strategy for multinational conglomerate corporation Sony. Previously, the company adopted separate strategies in its promotion of entertainment and electronics products. The 'make.believe' campaign marked the first time any message has served to represent the company's entire range of products. Sony announced a brand strategy at IFA 2009 to replace the 'like.no.other' moniker. The words 'make.believe' form the 'Sony Group Brand Message.'