iStrategy AMS 2011 | Raymond Clarjis, Luuk de Jager, Thomas Marzano | Philips
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Transcript of iStrategy AMS 2011 | Raymond Clarjis, Luuk de Jager, Thomas Marzano | Philips
@ThomasMarzano
Philips
May 11, 2010
People centricity
in a multichannel world
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Thomas Marzano | Creative Director@ThomasMarzano
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Design at Philips
Philips Design is the competence
center of Design for all of Philips
and acquired companies.
Philips Design is a strategic partner
to the company, and a member of
the Philips management platforms,
including the Sectors, the BU’s and
innovation.
of our organizationCreativity at the
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What is a brand?
It is not a logo
It is not a typeface
It is not a tagline
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Walter Landor, one of the greats of the advertising industry
“A brand is a promise. By identifying
and authenticating a product or
service it delivers a pledge of
satisfaction and quality.”
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“A brand is the consumers feeling
about your product, your services or
your organization.”
Marty Neumeier, author the Brand Gap
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“A brand is what people think it is.”
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We have limitless access
to all information always
and everywhere
We want seamless
experiences, converging
the real world with an
augmented virtual world
And build relationships
that add value and have
meaning to our lives.
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Our brand
Every day,
and all over the world,
the Philips brand touches
millions of people…
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Our brand
… with more than
200,000 different products,
in more than 200 categories,
1 million sales each day…
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Should I get a new TV?
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But which one?
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… say what?
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Objective
discussions
Touchpoint
agnostic
At the heart
of our brand
Shapes
marketing
strategy
‘Persona on
steroids’
User centered design: experience flow
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launch
The TV Buying Guide
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“A brand is what people think it is.”
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Simplicity
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