What do I do?

When you work with brands for long periods of time, you become entrenched in the truths; You learn to separate the good and the bad, the business understanding and consumer insights. These experiences with the team bring you closer.

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And watching a brand change, grow, evolve and adapt to its environment is the reward, it is all consuming – The reality is there is no right or wrong, there is but the passion and the drive to be shared in this journey we call marketing. Here’s what Wired magazine had to say about making Philips Afterglow

 

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So how do we get to this point where we are able to create content with such a single-minded portrayal of Ambilight? (This is for sure the unique proposition behind Philips TV). Essentially every brand needs a signpost. A sense of direction, with an arrow and a map that clearly defines what the brand stands for and where it is heading. For Philips, we co-created a set of values with a manifesto, key pillars, and a proposition. We then visualized what these key pillars stood for and how they should stand within the brand.

Clearly, each part of the television brand had a sense of direction, which as a booklet helped us leverage the strongest points and build clearer communications across touchpoints. Every execution defines now what the brand stands for and eliminates any fragmentation or deviation of the message.

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