Sony introduced the global slogan “make.believe” in 2009.
The slogan combined the words “make” and “believe” to express Sony’s aim of turning imagination into products and experiences. The campaign covered the company’s electronics, entertainment, gaming, and other businesses rather than promoting only one device.
Sony was founded in Tokyo in 1946 by Masaru Ibuka and Akio Morita as Tokyo Tsushin Kogyo. It adopted the name Sony in 1958, helping establish a short, internationally usable brand identity.
Sony’s slogan can be confused with Panasonic’s “Ideas for Life” or Philips’ “Sense and Simplicity.” “make.believe” was a corporate campaign line introduced during Sony’s effort to present its separate businesses as part of one worldwide brand. The period is important: Sony used other slogans before and after the campaign, so the phrase should not be treated as its only slogan across the company’s history.