Ok I thought I may as well get this out of the way first. One of the main points of Sir Howard Stringer’s (CEO and President of Sony) talk was the announcement of make.believe (Make Dot Believe) which is Sony’s new group wide brand message.

All I can say about this is what a load of crap! What annoys me the most about this is that they have made a big fuss over it and probably spent a small fortune coming up with it even though I doubt it will make any difference to the end consumer.

I would of thought spending that marketing budget on fixing some of the flaws in the X Series Walkman such as the diabolical web browser they used on it.

I am no marketing guru but I just can not see how this could help raise awareness for Sony products?


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