Janet Silvera, Senior Gleaner Writer

Media and Sony Ericsson marketing representatives from Jamaica, Barbados and Trinidad and Tobago, as well as Sony Ericsson executives, Sandra Echeverri (marketing manager) and Ricardo Taylor, head of the Caribbean, at the Sony Ericsson fifth anniversary.

WESTERN BUREAU:

South Beach's Opium Garden was energised and electrified by the voice and the sounds from the guitar of Sony BMG heartthrob Ali Castro during Sony Ericsson's fifth anniversary celebration in Miami on Monday night.

The pulsating high-profile event, significantly infused by a Latin flavour, blended slightly with a minimum of Caribbean dressing, attracted a hosts of Hispanic celebrities including queen of soap operas, Gabriela Spanic, the Adonis Juan Gil and protagonist of Anita No Te Rajes, Ivonne Montero.

Boasting of its achievement of having attained the status of being one of the four top players in the mobile industry globally after only five years in the market, the cellular company had lots of reasons to celebrate.

"We will be among the top three players within a few years, as we invest more and more resources into the industry," declared an elated Minoru Itaya, president of Sony Ericsson, Latin America.

While he stood tall speaking to the over 300 guests in attendance, a large screen formed the backdrop to the new look mobile phone brand.

Based on a simple core concept and a new colourful execution, the company's famous green logo, known as the liquid identity, is wrapped within a message that focuses on the individual and their feelings for what Sony Ericsson's products, accessories and applications enable them to do. The result is an engaging new brand treatment that will differentiate Sony Ericsson, and project the full attributes of the company's innovative mobile phones. Designed by leading global brand consultancy Wolff Olins, the new look will be rolled out later this month.

"Sony Ericsson is entering a phase of aggressive growth and to succeed it is important that people everywhere can connect with us at every level," says Dee Dutta, head of marketing for Sony Ericsson. "Over the past five years our brand has become established in the minds of our consumers. Now it is time for us to appeal to both the minds and the hearts of consumers. The mobile device will become increasingly central to our lives in many different ways and as this happens it is vital that our brand stands out above others with energy, passion and excitement," he adds.

The brand identity includes a new range of vibrant colours, deliberately selected to stand out from the white, grey, black and blue tones used by most technology brands today. In addition to the new colours, there is a strong central concept comprising two key elements - a worded message and the portrayal of sentiment around the Sony Ericsson liquid identity.