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Sony striving to regain magic touch

Company President looking to reconnect with consumers

CEO Kazuo Hirai is leading Sony 's efforts to reinvent its brand.

TOKYO -- After stemming the decline in company earnings, Sony President Kazuo Hirai is now channeling more effort and resources into breathing new life into a brand that has completely lost its luster.

Key to his approach is a belief that Sony should be "a company that most values its connections with consumers." But coming up with products that strike an emotional chord with consumers is the real challenge.

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