In 2012, Sharp will celebrate its 100 year anniversary. A century of invention and innovation, from the world’s first LED TV to the first CFC free fridge to now being the world leader on solar and air purifying technology, and innovating in the crowded world of consumer electronics. 

No-one knows that. In fact Sharp in the UK is in danger of being ignored in the UK. The heady days, and budgets, of the Manchester United sponsorship are gone, and their competition is fiercer than ever. 

Sharp came to us without a brand – rather a collection of products; from the televisions of the AV division; to the fridges, microwaves and solar panels of the Health and Environment division and the B2B division of photocopiers and cash tills.

In fact the truth of the Sharp brand is there in its history. Sharp had always been an inventor, from the Eversharp mechanical pencil onwards. In fact Sharp invents television technology that its rivals use. From convenience cooking to solar panels, from efficient business copiers to fridges that keep food fresh for longer; Sharp has always innovated for a reason, for the good of society. 

The inventor for society should always look at the world and see opportunities to make life better for everyone. They shouldn’t default to metaphor or hyperbole to sell genuine innovation. The true inventor should explain why their product makes a difference in a crowded world.

Sharp is the same inventor, whether it’s talking about the Steamwave microwave technology or Quattron television technology. We’re a brand, not a collection of products.

This Is Why, whenever Sharp talks, it should talk the same way, whatever the technology. Explains the problem we’re solving and how we’ve done it.

We’ve unified the brand with a tone of voice and a look and feel that reflect this.

This Is Why whenever we look at the world, we see potential innovation.