Sony Ericsson’s taking on a new brand message ‘make.believe’. It’s all part of its image overhaul to fit in with the entire Sony line. They hope this image overhaul will help regain market share at the higher end of the mobile phone market.

The Sony Ericsson website will also be improved alongside the massive marketing campaign showcasing the start of ‘,make.believe’. A campaign called ‘spark something’ for the new Satio, Aino and Yari phones will be launched in the next few months.

A new transparent handset, Pureness, was also mentioned to tie in with the new style. Its got a see-through screen and is designed with the style conscious in mind. This new technology serves the reinforce Sony Ericssons battle to regain its status as the market leader for cutting edge handsets.

Recently we’ve seen Sony cut down on its mid to lower range handsets in favour of developing it’s high end designs such as the Aino, Satio and Yari, and now the Pureness device.

David Hilton, UK marketing director said ‘This is the third stage of our evolution. We believe we will be the market leader once again for cool, high end handsets, producing more innovative phones with clearer market needs.’

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