Sony Corp.'s new slogan for its consumer electronics line was intended as a simple anthem to individuality: "Like No Other."
Turns out, though, that the company's "marketing mantra" is like quite a few others.
Haagen-Dazs ice cream is advertised as "Made Like No Other," Bloomingdale's is "Like No Other Store In the World" and a Riverside clothing manufacturer emblazons "Like No Other" on the front of a bikini thong.
"We are in the middle of an increasingly commoditized economy, with companies striving to differentiate themselves," said Noah Manduke, managing director of branding firm Siegel & Gale in Los Angeles. "Sony is trying to tell the world there is a difference. A DVD player is not just another DVD player if it's a Sony."
But companies don't want a phrase so common that it becomes commonplace.
Although that could be the fate of "Like No Other," John Dolak, a spokesman for the Japanese electronics giant, said Sony had no plans to drop the line.