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Philips Internal Branding
Bringing the Brand to Life
When Philips discovered employee knowledge of its scope of business and product portfolio was limited, Philips partnered with MS&L to develop a large-scale mobile marketing unit, dubbed Simplicity Xpress, to educate employees about the company's sense and simplicity brand position, the company's Healthcare, Lifestyle and Technology areas of focus, and products from its five product divisions.
Simplicity Xpress was organized in four sections: brand position introduction and three areas of focus. Each area was supported with products from its five product divisions that embodied the company's sense and simplicity brand position. The entire experience was linked by a timed video presentation that guided employees through the mobile unit.
Results:• Tour reached 89% of employees in North America at 14 Philips locations; 91% of employees said the experience was valuable.
• Post-tour surveys indicated a 30% increase in brand position understanding and a 15% increase in awareness of product knowledge.
• Program won the 2005 Silver SABRE Award