“Innovation and you” will replace “Sense and Simplicity” in all future marcomms. Frans van Houten, chief executive of the company, says the switch attempts to capture the “innovation that has been in our blood since our first light bulb more than hundred twenty years ago”.
“We believe that the new brand positioning much better reflects Philips’ mission to improve people’s lives through meaningful innovation. As a technology company, our commitment is to deliver innovation that will drive our future growth and matters to people,” he adds.
To this end, Philips has also launched an online platform that will host videos explaining how its healthcare products and domestic products and services have enhanced lives.
A new version of the 79-year-old shield logo has also been unveiled. The company claims the logo, created in-house, reflects ”a 21st century design” and is better suited for use in digital and mobile channels.
The company has been evolving its marketing setup to prepare for the change since 2012 when it employed its first local marketing directors, rather than trying to operate all communications centrally from The Netherlands.
It has also been shifting its product mix over recent years, reducing its portfolio of consumer electronics and moving more towards the personal health and wellbeing space. It agreed to sell its audio and video business for €150m to Japan’s Funai Electric Company in January.