Philips Strives for Sense and Simplicity

Philips Strives for Sense and Simplicity
With the external launch of its Brand Positioning, as reflected in the company's new brand advertising campaign and new brand promise of 'Sense and Simplicity', Philips marks a further step in the company's transformation.

This launch draws attention to important changes within Philips, and will help to alter the way the world sees Philips. Philips will continue to change: the company today also announced the start of a new business group for consumer health and wellness, with an ambitious growth target.

Philips' new brand promise is 'Sense and Simplicity', fully reflecting its Brand Positioning. "The new brand promise sets the tone not just for our new advertising campaign, but for every interaction with our customers," said Philips President and CEO Gerard Kleisterlee. "Call it a new visiting card that captures the Philips brand spirit."

Although it replaces 'Let's make things better,' the company's new brand promise is much more than a tagline. It's the moving spirit behind everything employees do and make at Philips. It also clearly reflects the Philips Brand Positioning, that encapsulates what Philips offers customers when it aligns everything it makes and does to the three themes of its Brand Positioning - 'Designed around you,' 'Easy to experience' and 'Advanced.'