Sony USA: The Arrogance has Gone

Peter Dille is Sony Computer Entertainment America verbal equivalent to Microsoft's Aaron Greenberg. Actually, he's SCEA's marketing chief. And he says that SCEA's use of comedy Kevin Butler proves that the arrogance once attributed to the company is gone.

Speaking during the recent MI6 marketing conference, Dille pointed out that the recent spate of Kevin Butler comedy ads has had more impact than the Crying Baby/White Room PS3 campaign. He told IGN, "That whole (Baby) campaign was really about power and the power the PS3 has. But what we found was that this whole positioning was a bit intimidating to people. Our research also showed that Sony could be perceived as arrogant."

Still, it appears that Butler (despite a recent foray into negative selling) has changed that, "The arrogance I think has gone away. We kind of gotten back to our mojo with the sense of humor that people came to know and love with early PlayStation advertising. I think it's just a more likable connection to the consumer."

So, there we go: SCEA now has no arrogance but does have a dose of mojo.

Source: IGN.