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

Page 6: Conclusion

Philips image'sense and simplicity' is the brand promise for the Philips organisation. The need for change was seen as a result of customer research. Products and processes need to be made with the customer in mind. Modern consumers want to be able to use and benefit from high-tech products. They also want to find that these products are simple and easy to use.

Philips has therefore transformed all aspects of its planning. It has also looked closely at operations to make sure that 'sense and simplicity' drives everything that the company does. 'sense and simplicity' is a promise that involves Philips working closely with its customers through market research. It also operates with outside experts, such as the Simplicity Advisory Board, to create an outside-in way of working.

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

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