Creating Brand Ambassadors

Sandra David Brand, Communications & Digital

September 24, 2014

At Philips we strive to make the world healthier and more sustainable through innovation

We will be the best place to work for people who share our passion

Together we will deliver superior value for our customers and shareholders

Improving people’s lives through meaningful innovation

A new brand line Expressing and summarizing our brand promise “Philips delivers innovation that matters to you”

It encapsulates the magic that arises when a deep understanding of people inspires innovations that people truly want and need, making a meaningful difference to their lives. This sets us apart and makes us different.

This makes us Philips.

Brand Campaign

Chronology

Brand

Internal Comms

Digital

External Comms

New brand promise defined

Launch of the new Vision &

Mission

1st Brand Jam 400 employee stories on our

vision and mission

2nd Brand Jam 1300 employee stories on our Brand Promise

Brand assets developed and tested

Post Jam activities: Local promotion brand promise

Brand Promise launched at Leadership

Summit 2013

Social Skins Launch

Special Audiences Brand Training

IC Network Activation

Brand Quest

Social Media

Guidelines launched

All employee Brand Training

Brand positioning defined and tested

Brand identity developed and tested

Brand Guidelines/specifications developed and deployed

2011/2012 Q1/Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Global Campaign Media Planning

Social Media Engagement

.com launch

Digital and Social media monitoring

Press Release & Interviews

Paid Media

Campaign Launch

Media Management

Removal of the Shield from our

building

Digital Platform Launch

Alumni videos Launched

#uncoverphilips Mosaic Launch

Launch events

Launch 13 Nov 2013

Social Media Guidelines Social media

diploma Brand Passport

Picture Philips

Leadership Trail

Employee Jam

Hundreds of Philips executives attended our annual strategic meeting. Our new Brand Promise was launched at the 2013 Leadership Summit: a totally paperless event

Pre-launch: Philips Leadership Summit

Digital Communica-tions Award

300 execs attended the event

450 joined virtually

Employees submitted their personal stories to support the new brand promise

Pre-launch Activity: Brand Jam

European Excellence Award

Brand Launch Activity: #uncoverphilips Mosaic

Our new logo was broken down into pixels, each of which could be claimed by people who logged into the Uncover Philips site using Facebook or Twitter and used the #UncoverPhilips hashtag

Dutch Interactive Award ‘Best Social Campaign’

Supporting Visual Materials

Brand Launch Activity: Global Launch Event

Celebration event at Philips Headquarters was starting point for local events taking place around the world. The 30 minute live projection event was transmitted via YouTube.

accessing the live stream

Post-launch Activity: Picture Philips

Build understanding on how the brand is delivered in local markets through products, solutions and services by sharing pictures about how ‘Philips delivers innovation that matters to you’.

600 participants

50 countries

Post-launch Activity: Social Media Diploma

Educate employees on the appropriate use of social media. Building social media engagement for employees to take the brand and brand assets to stakeholders.

Post-launch Activity: Brand Passport

Following up the brand training, motivate employees to learn more about the Philips brand