Since the creation of the brand in 1946, Sony has always been a leader in product innovation, with great diversification over the years. Today, Sony is famous for its TVs, Play-Station, mp3 players, semiconductors, music label, and a motion picture company, to name a few. However, this unbridled diversification may explain Sony’s recent difficulties in the market. Because of a lack of focus, Sony is now attacked on multiple fronts by younger and oftentimes more cunning brands, such as LG, Nokia, and Apple.

In an attempt to get back in the game, Sony is reviewing its brand strategy and communication. The goal is to consolidate Sony’s multiple divisions in order to be perceived as a “total entertainment” brand, as “one Sony”. Sony wants customers to think of the brand as their partner for all everyday leisure activities: they can listen to Sony music on Sony mp3 players, watch movies from Sony motion picture company on their Sony TVs, and film their parties and vacations with Sony camcorders.

In 2008, Sony’s one-brand communication strategy went public with the promotion of James Bond movie, Quantum of Solace. The movie was made by Sony Pictures, the hero was seen using Sony products, and Sony Music produced the movie’s soundtrack. Sony also featured the new James Bond, Daniel Craig, in its TV ad campaign to promote its televisions, and a limited edition 007 Vaio laptop was produced.

So will this new one-brand strategy help Sony to catch up with its competitors? It’s hard to say at this point, but one thing’s for sure, Sony must figure out a way to differentiate itself from its competitors, and soon.