When Sony Computer Entertainment International (SCEI) added a web browser to the PlayStation Portable (PSP)'s capabilities, they turned to Siegel+Gale for help in driving loyalty among current and future PSP users. Through quantitative and qualitative research efforts, we explored key trends, behaviours, and expectations in the marketplace among consumers, web publishers, carriers, manufacturers and licensors, to better understand the market's unmet needs in the category of wireless gaming.

Siegel + Gale drive loyalty among current and future PSP users.

Informed by our insights, we set out to design the official website for the Sony PlayStation Portable. Since the PSP has neither a keyboard nor mouse, we created new user interface principles, taxonomy guidelines and standards for the site that felt as intuitive to loyal users as web browsing on their home PC. In the face of increasing pressure from Xbox, and its online gaming service, Xbox Live, in particular, Sony Computer Entertainment America (SCEA) asked Siegel+Gale to name, define and create a visual identity for the PlayStation online community.

As a result of this, and ongoing work, SCEA asked Siegel+Gale in the spring of 2006 to develop the brand strategy and positioning for the PlayStation 3, widely considered the most anticipated gaming console in history. Siegel+Gale, along with the dedicated team at PlayStation, began to define gaming, and entertainment, for the next decade.

"Know your audience." Everyone says it, but we truly know how to do it. We've spent years defining and refining proprietary research methods that get us to the heart and soul of your audiences-their perceptions, motivations and needs. Then we turn our friendly but exceptionally honest eye toward your organization-studying your people, processes and competencies; illuminating the real value of what you do and deliver; and evaluating every touchpoint of your brand experience from the outside-in.