Sony: "We aren't arrogant any more"
Sony's head of marketing, Peter Dille, says that the company has shed the arrogance it displayed early on.
The change in approach is, Dille claims, evidenced by the PS3's new "It only does everything" slogan and a move away from the weird, artistic adverts that company ran when the PS3 launched.
“We get questions about the white room and the baby ad quite a bit," Dille said at the MI6 Marketing Conference (via MCV), referring to some of the older PS3 adverts. "That whole campaign was to get people to say 'What the? I need to understand more about what this is’.
"[i]That whole campaign was really about power and the power the PS3 has, but what we found was that this whole positioning was a bit intimidating to people. Our research also showed that Sony could be perceived as arrogant.”
Sony's new approach emphasises a lower price point, greater functionality and a more traditional way of communicating to consumers.
“The arrogance I think has gone away. We kind of gotten back to our mojo with the sense of humour that people came to know and love with early PlayStation advertising."
Check out our favourite Sony advert ever, from back in the PS2 days, below, then let us know your thoughts in the forums.
Previous Article
27 Comments
Discuss in the forums ReplyWow, talk about understatement of the decade. :)
I still haven't properly forgiven Sony for the frankly epic levels of raw arrogance on display during the PS3 launch...
Most arrogant company ever. 'You should consider yourself lucky we're selling you our products'.
No arrogance there then
Does anyone remember a while back when the president came out and apologized for the way that sony had been treating customers? I cant find a link for it anymore.
No you dont, they are missing a lot, and you are right about the linux thing, they are still being arrogant till this very day but pretending they are not anymore, weird stuff to say the least........but hey thats the way they are....... o_O
A Double Life:
6Bqq38WZctA
...closely followed by: Mental Wealth:
0dpzhMMFk5U
(In case you have always been wondering, the alien/human hybrid girl Fi-Fi was played by one Fiona Maclean, discovered by Trevor Beattie of TBWA. They spent two days in post-production designing the look, pulling her eyes apart and turned them inwards, shrinking her nose, squashing her mouth and stretched her body out like a bean-pole. It took over a week to finish the entire 40-second commercial. Story here).
Both the PSP and the PS3 have suffered from technical back-sliding when most tech ADDS features.
Of course, I should be glad they let me use all the space on my external drives, right Microsoft?
I'm sorry Sony, but that's horribly arrogant.
"We're not greedy, money hungry *******s anymore..."
Closely followed by Activision:
"We're not trying to destroy PC gaming anymore..."
And Ubisoft:
"We're not using DRM anymore..."
All as likely as Sony not being arrogant in the future.
OK, that's uncanny. :p
apple and sony are at least out there building inventing tech for the future
360 is still a rrod machine as far as i see it and i even own it lol. ( replaced 4 now)
Granted, they make nice hardware, but that's not enough. As for the 360, I can't honestly understand why people keep buying them. Every other person I hear has had 2, 3 or 4 of these rrod and yet they keep going back for more.
Maybe this is MS's strategy for making a profit on the hardware side: make everyone buy 5.
the ps3 has the least proprietary stuff and does more than the other consoles.
+1
Sorry, couldn't resist that old gag from the Leslie Nielson film "Re-Possessed"
[/get's coat]
Couldn't agree more. Xbox 360 hard drive... need I say more? Stupidly expensive, small, and no alternative options. Sony definately gives you the better deal there. They're still arrogant though :p