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Sony: "We aren't arrogant any more"

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.

Sony's head of marketing, Peter Dille, claims that the company has at last dropped the arrogance it displayed a few years ago, back when the PlayStation 3 was launched and that it now aims to communicate to customers more directly.

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.

β€œWe 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.

β€œThe 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.

27 Comments

Discuss in the forums Reply
proxess 7th April 2010, 13:28 Quote
"We aren't arrogant anymore, but it does just everything (except run Linux)." Am I missing something?
StephenK 7th April 2010, 13:29 Quote
Gotta say I really loved the oddness of the playstation adverts. They don't have to make sense really. I guess we can look forward to a pile of identical 'Our product is good, has great games and doesn't cost much' adverts. Woooo, the excitement... :/
theflatworm 7th April 2010, 13:32 Quote
Like the arrogance of unilatterally removing a feature in a bios update?
theflatworm 7th April 2010, 13:33 Quote
I'll tell you what research will show: people want more features, better styling, shinier graphics and they want all that for free. There are some things you really can't guage from focus groups.
cyrilthefish 7th April 2010, 13:59 Quote
Quote:
Our research also showed that Sony could be perceived as arrogant.

Wow, 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...
eddtox 7th April 2010, 14:08 Quote
Quote:
Originally Posted by cyrilthefish
Wow, 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'.
Woodspoon 7th April 2010, 14:22 Quote
"It only does everything"
No arrogance there then
chrisb2e9 7th April 2010, 14:43 Quote
Lol!
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.
lp1988 7th April 2010, 14:52 Quote
well, this only took them a few years to realize, they're surely fast at realizing how they are perceived in the public.
Manu_Otaku 7th April 2010, 16:07 Quote
Quote:
Originally Posted by proxess
"We aren't arrogant anymore, but it does just everything (except run Linux)." Am I missing something?

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
Nexxo 7th April 2010, 16:51 Quote
My favorite Sony advert ever?

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).
Pieface 7th April 2010, 16:56 Quote
Nexxo, they did all the post production, when they could have just hired Lily Cole?
shomann 7th April 2010, 16:59 Quote
"Yeah, we aren't arrogant anymore - just don't look at our products for proof"

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?
AuDioFreaK39 7th April 2010, 18:40 Quote
"It only does everything."

I'm sorry Sony, but that's horribly arrogant.
D-Cyph3r 7th April 2010, 18:57 Quote
Next up, Blizzard:

"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.
pendragon 7th April 2010, 18:57 Quote
so does this mean they're not going to sue companies like lik-sang (RIP) into oblivion anymore? :P
Mix 7th April 2010, 20:22 Quote
Sony will always be arrogant to me until they stop forcing people to use their proprietary setup that usually has NO benefit over industry standards.
frontline 7th April 2010, 20:58 Quote
Second only in arrogance to Apple...
Nexxo 7th April 2010, 21:15 Quote
Quote:
Originally Posted by Pieface
Nexxo, they did all the post production, when they could have just hired Lily Cole?

OK, that's uncanny. :p
rollo 7th April 2010, 22:17 Quote
id rather see 2 companies at least push the technology area than sit and do sweet jack all

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)
eddtox 7th April 2010, 22:29 Quote
Regardless of them "pushing technology" apple and sony are both off my buy list because they are pushing technology in a direction that I do not approve of. They are both guilty of burying users under proprietary standards and locked-down devices.

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.
talladega 7th April 2010, 23:13 Quote
proprietary? youre just mad because you can't pirate game arent you?

the ps3 has the least proprietary stuff and does more than the other consoles.
Dead Ghost 8th April 2010, 01:17 Quote
Quote:
Originally Posted by proxess
"We aren't arrogant anymore, but it does just everything (except run Linux)." Am I missing something?
Yes. Linux. :P
dark_avenger 8th April 2010, 08:29 Quote
Quote:
Originally Posted by AuDioFreaK39
"It only does everything."

I'm sorry Sony, but that's horribly arrogant.

+1
Blademrk 8th April 2010, 11:36 Quote
Sony: "We aren't arrogant any more... (or any less)"

Sorry, couldn't resist that old gag from the Leslie Nielson film "Re-Possessed"

[/get's coat]
GiantStickMan 8th April 2010, 13:04 Quote
Quote:
Originally Posted by talladega
proprietary? youre just mad because you can't pirate game arent you?

the ps3 has the least proprietary stuff and does more than the other consoles.

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
Gonzalo-Gonads 8th April 2010, 18:55 Quote
I find the new adverts pretty funny actually!
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