Whats the advantage today of having a single master, or mono, brand?
[You avoid problems with] fragmentation and not having enough money to support a lot of brands. Q. Have you also increased spending behind the brand as a percent of sales? A: We don’t release that, [but I can tell you] it has been going up pretty significantly. If you focus all that investment into one brand, you get a lot of brand leverage. We have really focused our communication around not just the uniform brand message, but around focused products, what we call flagship products. Mobile phones would be No. 1. And No. 2 would be TVs. Q: Why those products? A: We have an advantage in those products around technology: digital technology, chips, liquid-crystal-display business, and traditional audio and video from making products for 30 years. If you look at the future, it’s very bright for TVs and phones. The TV is a window to a lot of things. When you look at TV, it’s a window to another set of convergent activities. But it doesn’t mean the business side of TV is going to be easy nec
