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Sony was once a prominent brand in consumer electronics, but a lack of innovative ideas and a disillusioned understanding of its brand has seen the company wither financially.
At its zenith, Sony was the Apple of its time. It produced exquisitely crafted products that influenced technological trends and defended them with proprietary technologies. However, the then-desirable company grew complacent and suffered from a lack of leadership.
Nowadays Sony struggles to turn over a profit, with New York Times columnist Hiroko Tabuchi pointing out they haven’t been able to do so since 2008. “The reason is plain” she begins, “Sony hasn’t had a hit product in years.”
Sony once riveted consumers with the Walkman and the Trinitron TV in the 80s and 90s. It boggles the mind to think of a contemporary Sony product that has proved as influential.
Sony’s rivals Samsung and Apple continue to prosper because they sit at the cutting edge of technology. Samsung, who has market omniscience through its hardware manufacturing and leads in the TV industry, is now worth 9 times more than Sony. Apple-needless to say-innovates through digital content and uniform products, and at present is worth 13 times more than Sony. These companies have shown growth off the back of their innovation, whereas Sony has receded.
Even Sony’s former employees believe the company is lost, with no residual spark of magic to be found. “It’s almost game over at Sony,” said Yoshiaki Sakito, a former Sony executive who has worked for Walt Disney, Bain & Company, and Apple. “I don’t see how Sony’s going to bounce back now.”
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| Sony’s original walkman |
Critics are blaming the company’s blind love for its brand, adopting an approach to product development that prioritised brand over innovation; as if consumers lack intelligence and succumb to the whims of marketing executives.
“Sony is an example of what happens when a company falls blindly in love with its brand,” said Tim Calkins, a marketing professor at the Kellogg School of Management to Business Insider.
“Sony uses its brand on all sorts of products: televisions, cameras, computers, music players, digital book readers and toys. In a remarkable move, several years back Sony decided to use the brand on a movie studio and on a music label. Sony’s high-end products carry the Sony brand. The low-end products carry the Sony brand, too.”
Now, the prestigious Sony brand labels products found in discount stores and bargain bins. Like all unfounded romances, Sony’s blind love has cost it dearly.
