Saturday, April 9, 2011

Sony and Philips

Sony was one of the first companies to change the perception of "Made in Japan" from a joke to a sign of prestige. Philips was not as well known in the US. When CD players were widely released in the early 80s, both companies catapulted to the top. Both shared the glory. Their brand equity was high, and they were sought after.

Now, both share the position Coca-Cola had in many countries in the 1960s, but without the political baggage. Coke was so pervasive that many, especially on the Left, were sick of seeing it. Similarly, Sony and Philips are everywhere, whether you like it or not. Both companies plaster their names all over everything. So far, they have inspired fatigue but not opposition.

Their former niche is wide open.

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