The Problem with the Walkman Brand

 

Sony has an interesting dilemma.  They make mp3 players and digital electronics under the Walkman brand, yet it name doesn’t have any real intrinsic value.  Sony Walkman can’t claim to own portable music anymore.  Today Apple owns that space with the iPod and iTouch.  Bose owns noise cancellation technology and Altec amongst other are better know for their audio periphery accessories. Many players have found a home in portable audio entertainment, leaving Walkman as the odd brand out.

The problem with Walkman is that it’s a dinosaur living in the present.  Its a brand better known for ushering in the cassette player and than for its existing mp3 line.

So how does Sony Walkman solve its nostalgic image problem?  Create a new line extension.  People have short memories and even shorter attention spans. Present people with something familiar (the Sony name) under a new brand moniker and people will pay attention.

In a brand extension Sony has the opportunity to strategically own a new part of the portable media space.  As industries and technologies collide, Sony has the right mix of internal resources (computers, cameras, home entertainment and video games) to create real value for consumers.

So what does Sony currently have that they can leverage?  Sony already has been wildly successful with the PSP (gaming and movie content combined) but what about linking other assets within their portfolio like cameras with wireless technology?  There are an unlimited amount of possibilities out there that Sony can leverage from their R&D departments to redefine the portable media space that they created over 20 years.