Philips istrategy amsterdam_2011

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Thomas Marzano

Thomas Marzano

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  • 1. People centricityin a multichannel world@ThomasMarzanoPhilipsMay 11, 2010
  • 2. Thomas Marzano | Creative Director@ThomasMarzano Philips, @ThomasMarzano | Philips, May 11, 2010 2
  • 3. Design at PhilipsPhilips Design is the competencecenter of Design for all of Philipsand acquired companies.Philips Design is a strategic partnerto the company, and a member ofthe Philips management platforms,including the Sectors, the BU’s andinnovation. Creativity at the of our organization Philips, @ThomasMarzano | Philips, May 11, 2010 3
  • 4. Philips, @ThomasMarzano | Philips, May 11, 2010
  • 5. What is a brand?It is not a logoIt is not a typefaceIt is not a tagline Philips, @ThomasMarzano | Philips, May 11, 2010 5
  • 6. Walter Landor, one of the greats of the advertising industry“A brand is a promise. By identifyingand authenticating a product orservice it delivers a pledge ofsatisfaction and quality.” Philips, @ThomasMarzano | Philips, May 11, 2010 6
  • 7. “A brand is the consumers feelingabout your product, your services oryour organization.”Marty Neumeier, author the Brand Gap Philips, @ThomasMarzano | Philips, May 11, 2010 7
  • 8. Philips, @ThomasMarzano | Philips, May 11, 2010 8
  • 9. Philips, @ThomasMarzano | Philips, May 11, 2010 9
  • 10. “A brand is what people think it is.” Philips, @ThomasMarzano | Philips, May 11, 2010 10
  • 11. We have limitless accessto all information alwaysand everywhereWe want seamlessexperiences, convergingthe real world with anaugmented virtual worldAnd build relationshipsthat add value and havemeaning to our lives. Philips, @ThomasMarzano | Philips, May 11, 2010 11
  • 12. Our brandEvery day,and all over the world,the Philips brand touchesmillions of people… Philips, @ThomasMarzano | Philips, May 11, 2010 12
  • 13. Our brand… with more than200,000 different products,in more than 200 categories,1 million sales each day… Philips, @ThomasMarzano | Philips, May 11, 2010 13
  • 14. Philips, @ThomasMarzano | Philips, May 11, 2010
  • 15. Should I get a new TV? Philips, @ThomasMarzano | Philips, May 11, 2010 15
  • 16. But which one? Philips, @ThomasMarzano | Philips, May 11, 2010 16
  • 17. … say what? Philips, @ThomasMarzano | Philips, May 11, 2010 17
  • 18. User centered design: experience flow‘Persona on Objective Touchpoint At the heart Shapessteroids’ discussions agnostic of our brand marketing strategy    Philips, @ThomasMarzano | Philips, May 11, 2010   18
  • 19. The TV Buying Guide launch Philips, @ThomasMarzano | Philips, May 11, 2010 19
  • 20. 20Philips, @ThomasMarzano | Philips, May 11, 2010
  • 21. “A brand is what people think it is.” Philips, @ThomasMarzano | Philips, May 11, 2010 21
  • 22. Simplicity Philips, @ThomasMarzano | Philips, May 11, 2010 22
  • 23. Philips, @ThomasMarzano | Philips, May 11, 2010