How a brand promise drives change in a multinational organisation

Philips was established in 1891 and made lightbulbs – a simple product. Throughout the years the company increased its portfolio into technology products that became too complex for most users. When Philips realised this, it decided to make life easier and so launched a brand repositioning all about simplicity. The term positioning refers to where products and brands are placed in a market. What is more vital is where customers see such products/brands being placed in the market. For example, customers might see products as…