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and Positioning “What We Say” Corporate ADWe do not copy. We do things that no one else has done.Masaru Ibuka Corporate ADBrand Vision“What We Will Be”Brand Essence“The Core”Dream is a mother of innovation. Business Platform“What We Do”Digital Dream KidsBrand ConceptBrand Positioning “What We Say” Corporate ADChange is Sony’s EssenceNobuyuki Idei Corporate ADDigital Dream Kids1996 ~Digital Dream Kids are ourselvesIn this Digital Era, we are a group of people mesmerized by new digital technologies, and continues dream and remain curious just as we were when we were kids! Corporate ADDigital Dream Kids1996 ~Digital Dreams Kids are our CustomersIn this Digital Era, we continue creating products that satisfy the dreams of our customers worldwide, who are captivated by the potential of digital technology. Corporate ADBrand Vision“What We Will Be”Sony Dream World,Platform of Personal EnjoymentBrand Essence“The Core”Dream is a mother of innovation. Business Platform“What We Do”Digital Dream KidsBrand ConceptBrand Positioning “What We Say” Corporate AD Corporate ADBrand Philosophy Shared Among All of SonyIT(Electronics)AV(Electronics) PicturesMusicGamesNetwork ServicesFinanceBP Brand PhilosophyGlobal : Enhance a Common Platform Corporate ADBrand Vision“What We Will Be”Sony Dream World,Platform of Personal EnjoymentBrand Essence“The Core”Dream is a mother of innovation. Business Platform“What We Do”Digital Dream KidsBrand ConceptBrand Positioning “What We Say” Corporate ADunconventional inspired conf