Sony - PSP Go

The Company
Sony is a leading manufacturer of audio, video, communications and information technology products for the consumer and professional markets.  Its motion picture, television, computer entertainment, music and online businesses make Sony one of the most comprehensive entertainment companies in the world.  

The Task
Sony challenged Addison Whitney to create the brand extension name for the next Playstation Portable.  The handheld game console had made its mark as an industry leader and needed a brand that would stand thumbs above the rest.

The Addison Whitney Solution

Verbal Branding
The Addison Whitney creative team was tasked with creating a brand extension for the next generation of the popular device.  The name had to reflect the new features that differentiated the new game console from its older versions.  Addison Whitney suggested the name "PSP Go" as it evoked a sense of greater portability and compactness.  The name relates to the device's innovative sliding screen that allows the device to be easier to hold and carry in the pocket.  The revamped design is smaller and lighter than previous versions.  The new name communicates to consumers the evolution of the PSP product line and the advantages of upgrading to the new device.

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