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Sony

Discipline

Experience Innovation

“Bulldog Drummond helped us bridge the gap between countries and divisions within our company, reigniting and reinvigorating the team to focus on the future of our business.”

KARA STERNER, DIRECTOR, INNOVATION

BREATHING NEW LIFE INTO A LEGACY PRODUCT
Challenge

Sony was losing the race. With Apple and Samsung charging up the field and the rest of the consumer electronics market becoming highly saturated—it was time to take a different path. Bulldog Drummond was charged with designing and leading a cross-functional innovation project with Sony executives from Japan, the US and Europe using a multi-stage process to redesign and reposition key parts of their product portfolio.

Result

We started by diving into the lives of Apple and PC users to understand their needs, wants, passion and pain points. From there, we took what we learned and designed a foundation for collaborative ideation. We harnessed the expertise of Sony engineers, designers, product planners, consumer insight specialists and business leads. Using a series of innovation workshops we designed a range of new product platforms that informed the design of specific new products. And we landed on seven new product platforms, all of which were presented to business leaders in Japan for commercialization.

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