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Medewerkers betrokken bij rebranding door inzet social media Sandra David
- 1. Creating Brand Ambassadors Sandra David Brand, Communications & Digital September 24, 2014
- 2. 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
- 3. 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.
- 5. Chronology Brand Internal Comms Digital External Comms Launch 13 Nov 2013 2011/2012 Q1/Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 New brand promise defined Launch of the new Vision & Mission 1st Brand Jam 400 employee stories on our vision and mission Global Campaign Media 2nd Brand Jam 1300 employee stories on our Brand Promise Planning Brand assets developed and tested Removal of the Shield from our building Alumni videos Launched IC Network Activation Special Audiences Brand Training #uncoverphilips Mosaic Launch Launch events Social Media Guidelines Post Jam activities: Local promotion brand promise Brand Promise launched at Leadership Summit 2013 Social Skins Launch Employee Jam Brand Quest Social Media Guidelines launched Digital Platform Launch All employee Brand Training Brand positioning defined and tested Brand identity developed and tested Brand Guidelines/specifications developed and deployed Social Media Engagement .com launch Digital and Social media monitoring Press Release & Interviews Media Management Paid Media Campaign Launch Social media diploma Brand Passport Picture Philips Leadership Trail
- 6. Pre-launch: Philips Leadership Summit Hundreds of Philips executives attended our annual strategic meeting. Our new Brand Promise was launched at the 2013 Leadership Summit: a totally paperless event 300 execs attended the event 450 joined virtually Digital Communica-tions Award
- 7. Pre-launch Activity: Brand Jam Employees submitted their personal stories to support the new brand promise European Excellence Award
- 8. 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’
- 9. 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. Supporting Visual Materials accessing the live stream
- 10. 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
- 11. 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.
- 12. Post-launch Activity: Brand Passport Following up the brand training, motivate employees to learn more about the Philips brand