iStrategy AMS 2011 | Raymond Clarjis, Luuk de Jager, Thomas Marzano | Philips

@ThomasMarzano

Philips

May 11, 2010

People centricity

in a multichannel world

Philips, @ThomasMarzano | Philips, May 11, 2010 2

Thomas Marzano | Creative Director@ThomasMarzano

Philips, @ThomasMarzano | Philips, May 11, 2010 3

Design at Philips

Philips Design is the competence

center of Design for all of Philips

and acquired companies.

Philips Design is a strategic partner

to the company, and a member of

the Philips management platforms,

including the Sectors, the BU’s and

innovation.

of our organizationCreativity at the

Philips, @ThomasMarzano | Philips, May 11, 2010

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What is a brand?

It is not a logo

It is not a typeface

It is not a tagline

Philips, @ThomasMarzano | Philips, May 11, 2010 6

Walter Landor, one of the greats of the advertising industry

“A brand is a promise. By identifying

and authenticating a product or

service it delivers a pledge of

satisfaction and quality.”

Philips, @ThomasMarzano | Philips, May 11, 2010 7

“A brand is the consumers feeling

about your product, your services or

your organization.”

Marty Neumeier, author the Brand Gap

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“A brand is what people think it is.”

Philips, @ThomasMarzano | Philips, May 11, 2010 11

We have limitless access

to all information always

and everywhere

We want seamless

experiences, converging

the real world with an

augmented virtual world

And build relationships

that add value and have

meaning to our lives.

Philips, @ThomasMarzano | Philips, May 11, 2010 12

Our brand

Every day,

and all over the world,

the Philips brand touches

millions of people…

Philips, @ThomasMarzano | Philips, May 11, 2010 13

Our brand

… with more than

200,000 different products,

in more than 200 categories,

1 million sales each day…

Philips, @ThomasMarzano | Philips, May 11, 2010

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Should I get a new TV?

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But which one?

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… say what?

Philips, @ThomasMarzano | Philips, May 11, 2010 18

Objective

discussions

Touchpoint

agnostic

At the heart

of our brand

Shapes

marketing

strategy

‘Persona on

steroids’

User centered design: experience flow

Philips, @ThomasMarzano | Philips, May 11, 2010 19

launch

The TV Buying Guide

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20

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“A brand is what people think it is.”

Philips, @ThomasMarzano | Philips, May 11, 2010 22

Simplicity

Philips, @ThomasMarzano | Philips, May 11, 2010