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Week-end Edition - Day 2 & Day 3 - IFA International

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news InspIratIon Meets

news InspIratIon Meets CreatIvIty sony uses IFa 2009 to launCh new brand InItIatIve wIth slogan “make.believe” haMa and beyerdynaMIC use IFa to launCh partnershIp Sir Howard Stringer, Chairman, CEO and President, Sony Corporation Sony’s new global brand message has been officially launched here at the IFA show. It aims, according to the brand, to embody its spirit of creativity and ability to turn ideas into reality. The new global brand message was unveiled by Sir Howard Stringer … “make. believe” — pronounced make dot believe. Intended to symbolise Sony's spirit of creativity, the brand initiative marks the "pivotal transformation" in which the company is presently engaged, Stringer said. "It is a symbol of the new Sony," he added. "make. believe" is where inspiration meets creativity, where creativity meets reality. It connects designers and engineers, hardware and content, electronics and entertainment, Sony and the consumer. It will be used to connect all of our brands, products, services and content, so that the consumer will — for the first time — see a truly united Son y." ‘make.believe’ unites Sony’s communication efforts across electronics, games, movies, music, mobile phones and network services. “As we move to transform Sony and integrate the very best in electronics, entertainment and technology into the homes of our customers, the importance of an allencompassing and unified brand image is more important than ever,” said Sir Howard Stringer, Chairman, CEO and President, Sony Corporation. ”In addition to reigniting the innovative spirit of our employees and our products, make.believe will differentiate us from countless competitors and inspire consumers around the world to embrace all that is Sony. ‘Believe’ is the power of inspiration and ‘make’ is about crafting inspiration into products and experiences for our consumers. The ‘dot’ is the place where they meet – and where magic happens!” Hall 4.2 / Stand 101 Hama has announced that it will be collaborating with the audio company beyerdynamic on a technical level. The supplier of specialist accessories, based in Monheim, has expanded its range by including beyerdynamic products from the consumer sector, and is now handling distribution in Germany and Austria. Günter Weidemann, director of the Consumer Products Division of beyerdynamic, referred to this development as follows: “Both companies have a similar history and share the same demanding attitude to quality and service. The comprehensive distribution network and many years of experience of collaboration with specialist electronics dealers represent a milestone in terms of availability for us as a medium-sized company.” The Hama sales director with responsibility for the specialist market and specialist dealers, Maximilian Bartl, also expects this cooperation with the Heilbronn-based audio specialist to be highly successful: “At the centre of all our activities are a commitment to establishing links and finding technical solutions to simplify the controls on electronic equipment, and an unremitting effort to achieve greater optimisation. The expansion of our product range to include beyerdynamic products is an important and fundamental part of this process.” Hall 7.2C / Stand 101 IFA International is a CLEVERDIS Publication • 65 avenue Jules Cantini - Tour Méditerranée - 13298 Marseille • France • Tel: + 33 4 42 77 46 00 • Fax: + 33 4 42 77 46 01 • SARL capitalised at € 128,250 - VAT FR 95413604471 • RCS Marseille 413 604 471 • E-mail : • During IFA : Press Center – Hall 6.3 – Room 401 • Tel: +49 (0)30 3038 81136 • Fax: +49 (0)30 3038 81146 • E-mail : • • Publisher: Gérard Lefebvre • Publishing Director: Jean-Guy Bienfait • Project Manager: Bettina Badon • Editor-in-Chief: Richard Barnes • Associate Editor: Jooree Cho • Editorial team: Neil Crossley, Marc Dezzani, Emmanuel Poidevin, Gary Smith, Jo Stephens • Photos: Didier Baverel • Videos: Sacha Le Corroler, Farouk Bounouara, Laurent Masini • Art Director: Hélène Beunat • Design & Page Setting: Guillaume Kaercher, Valentina Russo • With the participation of: Laura Howainski, Laura Moessner, Jean-François Pieri, Raphaël Pinot, Masha Polshinskaya, Benjamin Ras To contact them : first name.last • Cover : © Photo Messe Berlin • Printing: Möller Druck und Verlag GmbH (Berlin, Germany) © CLEVERDIS 2009 - Registration of Copyright August 2009 - ISSN pending Information presented in this publication is purely indicative in order to illustrate subjectts contained therein. 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