Helping Sony Professional position its media solutions in a cutthroat market.

The challenge

The professional media market is highly competitive. New technology solutions arrive almost every day. And buyers are wary of the hype-filled claims of many vendors. We needed to help differentiate Sony Professional and move them from being seen as a point-product supplier to a trusted solutions partner of end-to-end production systems.


Our solution

To get the right foundations in place, we ran our Fasttrack Messaging programme to identify a core differentiated position in the market — one focused on real-world solutions, not make-believe vapourware. We then created a maturity index to help customers identify where they stood and where they need to go to succeed. And we supported this with a range of content assets to help tell the story at different stages of the sales funnel.


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