Page 5: Communications strategy
In September 1995 Philips introduced “Let’s make things better,” its new global communications strategy. Philips’ image as a provider of technically advanced, quality products remains relatively strong. The company believes, however, that its new “Let’s make things better” campaign can further strengthen brand image in the eyes of tomorrow’s consumer. An essential aspect is that this strategy is not about communicating differently: it is about thinking and acting differently as a company and as individuals.
The words “Let’s make things better” embrace a duality: a desire to make better things through innovations and products so that people will say “I want to buy that”; and also a commitment of the entire Philips organisation to continue to make things better and affect people’s lives positively.
Today, Philips operates in a way which is quite different from the way it did in 1990. Today the emphasis in Philips is very much on its people, who are the driving force behind an organisation which is geared towards the customers and providing quality products. Today it is not technology but people who are at the heart of Philips. Its advertising is, therefore, more than just a campaign. It is not surprising that the advertising centres on the people who personally “make things better” in their work; the story is that of Philips as a whole – the values and beliefs of a winning company, with an unequalled record of innovation.
People today have begun to look at Philips not as just another manufacturer, but as an organisation made up of people with a mission, with know-how and ideas that make a positive difference in their everyday lives.