Situation
Sony DADC has been a replicator of compact discs for more than 20 years and is the world’s largest producer of pre-recorded optical media. Five Sony DADC business units are concerned with providing replication and related services – Video Entertainment, Music, Software Services, Video Games and Sony Music Entertainment.

Problem
Along with the entire music industry, sales for Sony DADC have been adversely affected by the availability of copying software and such Internet file-swapping entities such as Napster and Morpheus, and now by legitimate on-line music retailers like iTunes. With the goal of growing sales once again, Sony DADC has reevaluated its strategy and found it can offer an array of services that go beyond simple CD/DVD replication. These value-added services include graphics, distribution and digital authoring, as well as new software products to enhance and protect the customer’s content. For Sony DADC, this has involved more than just a change in services. It is also a change in culture.

Solution
To focus the company’s efforts on this new culture, Sony DADC utilized MillerWhite’s Unlocking the Power of Your Pledge® exercise to unlock the foundation of its paradigm shift. After reviewing many of the established marketing areas, Sony DADC’s pledge was determined to be: “Global partners in increasing revenues by protecting copyrights.” This pledge led to the development of a new tagline: “Partners in dreaming, developing and delivering.” The results of the Unlocking the Power of Your Pledge® exercise for the North America division have been picked up internationally.