oktober 6th, 2009
In mid September Philips issued a press release, announcing that the total estimated value of the Philips brand in 2009 was USD 8.1bn. This represents a dramatic climb since Philips launched its “sense and simplicity” brand promise in 2004, when its brand was valued USD 4.4 billion. In 2008, Philips’ brand value value grew more than twice as fast as that of its closest competitors.
Is it just juggling with numbers, or is Philips able to translate “sense and simplicity” into a positive customer experience designed around their needs? According to a Philips investor relations presentation, a significant amount of sales is attributable to the brand alone:
- Healthcare 29%
- Consumer Lifestyle 24%
- Lighting 21%
“Sense and simplicity” has become the driver of a strong internal brand, with 83% of employees now mentioning that they are “proud to work for Philips”.
Clearly, the repositioning has enabled Philips to become true, relevant and of high value to everyone across the value chain.
Skrevet af Pim Schuitemaker, oktober 6th, 2009 i kategori Operations, Philips |
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september 30th, 2009
Volvo introduces the world’s first pedestrian avoidance system.
Volvo’s new Collision Warning with Full Auto Brake and Pedestrian Detection may never be activated in most owners’ cars. It’s like airbags in that way. Also like them, if it is activated, it’s the sort of system that will make owners praise such advances in road safety.
Volvo’s pedestrian detection system is effectively an evolution of the Swedish brand’s impressive City Safety technology.
Except that where City Safety only detects other vehicles - applying the brakes to help reduce or avoid an impact - the Pedestrian Detection keeps an eye out or humans.
Then it can apply the brakes, avoiding the crash at below 25km/h and reducing speeds by 25km/h at higher speeds.
As Volvo rightfully points out, though, while it may not detect every pedestrian it will detect a lot, which has the potential to save plenty of lives.
Skrevet af Mark Ronan, september 30th, 2009 i kategori Operations, Volvo |
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september 22nd, 2009
In my recent article for Mindshare’s Markedshorisont magazine, I describe the upcoming race to re-take the highest value market positions as the economic downturn begins to bottom out. Companies will need to have clear positioning strategies in place and be able to adapt their brands, cultures, operations and marketing to reflect those strategies. Well-prepared companies will be able to increase control of their value chains in three key ways.
Click here to read the article.
If you read Danish, I also recommend that you register online to read the full magazine including articles on neuroscience, brand equity and preventing brand erosion. Click here to register.
Skrevet af Michael Sherain, september 22nd, 2009 i kategori Brands, Culture, Marketing, Operations, Positioning Strategy |
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