How a brand promise drives change in a multinational organisation
A Philips case study

Page 5: Communicating "sense and simiplicity"

Philips imageAt the heart of business success is good communication. This means sending messages from individuals or organisations to others (receivers). Good contact involves:

  • communicating a brand promise, in this case 'sense and simplicity'
  • in a clear and easy to understand way
  • to the right target audience
  • using the right media.

There are a number of ways that Philips does this:

  1. As it is a global company, it is important to direct contact from the centre. This ensures that the 'Philips message' is conveyed consistently.
  2. Philips believes that there should be a single insight for each product (not mixed messages).
  3. All creative work carried out by advertising agencies must be based on the 'sense and simplicity' promise.
  4. Television and print (for example, magazine) adverts are presented in a standard way - at least three Philips adverts in a single magazine - in a campaign that might last for eight publications of the magazine.

Philips | How a brand promise drives change in a multinational organisation

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