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Philips is a hi-tech global company with a traditionally low profile. Until recently, if you asked anyone if he knew the Philips brand name, the likehood was that he would say yes. However, he might not have know what Philips provides in the way of its total product range, and might have associated the brand name and company with traditional technology. The "Let's Make Things Better" global brand campaign has raised the Philips profile, and provided it with a more focused and distinctive personality. Royal Philips Electronics - its proper name - is a giant company. Established in 1891 is a lamp factory, it now has over 100 different business, over 200 production sites, and carries out research and development in more than 40 countries. Its sales and service outlets cover 150 countries, and it has a total workforce upwards of 230,000 employees. It has a strong technology base, spending over 5% of sales on research and development, and owning some 10,000 patents. Its portfolio covers a wide variety of product categories, including:
The company's slogan is all about emphasizing what technology, Philips products in particular, can do for people - it is essentially about the benefits they can bring to people and the world in general. A keystone of the campaign was the premise that, if you can convince people that you can help improve their lives, they will more likely believe that you can help improve the world. The campaign thus had to appear credible, real, and experiential. It had to be human as opposed to philosophical and philanthropic, and not just another typical corporate overclaim.
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