Philips starts company rebranding exercise

The slogan “Sense and simplicity” replaces the firm’s “Let’s make thing’s better” branding that has been used since 1995. It aims to give customers a distinct image of a sharper, more focused enterprise.

The campaign aims to underline the consumer products producer’s transformation from a traditional manufacturing company into a market-driven healthcare, lifestyle and technology group. “From a marketing perspective, it’s the biggest thing we’ve ever done,” said Peter Maskell, chair and md of Philips Electronics UK and md of Philips Lighting.

The rebranding initiative is part of Philips’ management agenda to make the company market-driven and achieve sustained, profitable growth. “We’ve been a 30 billion euro turnover business for too long. We have to start growing again,” said David Charlesworth, corporate communications director.