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

People centricityin a multichannel world@ThomasMarzanoPhilipsMay 11, 2010

Thomas Marzano | Creative Director@ThomasMarzano Philips, @ThomasMarzano | Philips, May 11, 2010 2

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

Philips, @ThomasMarzano | Philips, May 11, 2010

What is a brand?It is not a logoIt is not a typefaceIt is not a tagline Philips, @ThomasMarzano | Philips, May 11, 2010 5

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

“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

Philips, @ThomasMarzano | Philips, May 11, 2010 8

Philips, @ThomasMarzano | Philips, May 11, 2010 9

“A brand is what people think it is.” Philips, @ThomasMarzano | Philips, May 11, 2010 10

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

Our brandEvery day,and all over the world,the Philips brand touchesmillions of people… Philips, @ThomasMarzano | Philips, May 11, 2010 12

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

Should I get a new TV? Philips, @ThomasMarzano | Philips, May 11, 2010 15

But which one? Philips, @ThomasMarzano | Philips, May 11, 2010 16

… say what? Philips, @ThomasMarzano | Philips, May 11, 2010 17

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

The TV Buying Guide launch Philips, @ThomasMarzano | Philips, May 11, 2010 19

20Philips, @ThomasMarzano | Philips, May 11, 2010

“A brand is what people think it is.” Philips, @ThomasMarzano | Philips, May 11, 2010 21

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

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

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