Sony HD Clones “It’s in Our DNA” Theme

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I love Sony. And I’m still betting that CEO Howard Stringer can lead its comeback. But the company’s new HDNA campaign made me wince this morning.

C’mon, guys: “It’s in our DNA”? That line has been used—and overused—by so many companies over the years that it borders on embarassing. (And what’s up with dot.com-era lava-lamp pattern?)

Looks like Sony is trying to reestablish its brand image as an innovator. To succeed, it needs to reinforce that identity with equally innovative marketing.

Am I being too harsh? Just ask yourself: What would Apple do?