The consumer electronics market is changing as digital technology erodes product differences and new innovation is quickly copied or bettered. Against this backdrop, the importance of good marketing and a strong brand in shaping consumer decision is elevated. This paper demonstrates how Sony's decision to reinvest behind camcorders, a category heading for commoditisation, paid back. The campaign both grew sales and share, and stabilised prices with the advertising generating significant returns. The paper shows how accompanying a better product with effective advertising promotion results in incremental sales and profits