iStrategy Amsterdam 2011 : Raymond Clarjis, Luuk de Jager, Thomas Marzano, Philips - Customer Centricity in a Multichannel World (Day One - Opening Keynote)

1. People centricity
in a multichannel world
@ThomasMarzano
Philips
May 11, 2010

2. Thomas Marzano | Creative Director
@ThomasMarzano
Philips, @ThomasMarzano | Philips, May 11, 2010 2

3. 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.
Creativity at the of our organization
Philips, @ThomasMarzano | Philips, May 11, 2010 3

4. Philips, @ThomasMarzano | Philips, May 11, 2010

5. What is a brand?
It is not a logo
It is not a typeface
It is not a tagline
Philips, @ThomasMarzano | Philips, May 11, 2010 5

6. 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.”
Philips, @ThomasMarzano | Philips, May 11, 2010 6

7. “A brand is the consumers feeling
about your product, your services or
your organization.”
Marty Neumeier, author the Brand Gap
Philips, @ThomasMarzano | Philips, May 11, 2010 7

8. Philips, @ThomasMarzano | Philips, May 11, 2010 8

9. Philips, @ThomasMarzano | Philips, May 11, 2010 9

10. “A brand is what people think it is.”
Philips, @ThomasMarzano | Philips, May 11, 2010 10

11. 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.
Philips, @ThomasMarzano | Philips, May 11, 2010 11

12. Our brand
Every day,
and all over the world,
the Philips brand touches
millions of people…
Philips, @ThomasMarzano | Philips, May 11, 2010 12

13. Our brand
… with more than
200,000 different products,
in more than 200 categories,
1 million sales each day…
Philips, @ThomasMarzano | Philips, May 11, 2010 13

14. Philips, @ThomasMarzano | Philips, May 11, 2010

15. Should I get a new TV?
Philips, @ThomasMarzano | Philips, May 11, 2010 15

16. But which one?
Philips, @ThomasMarzano | Philips, May 11, 2010 16

17. … say what?
Philips, @ThomasMarzano | Philips, May 11, 2010 17

18. User centered design: experience flow
‘Persona on Objective Touchpoint At the heart Shapes
steroids’ discussions agnostic of our brand marketing
strategy
  
Philips, @ThomasMarzano | Philips, May 11, 2010
  18

19. The TV Buying Guide
launch
Philips, @ThomasMarzano | Philips, May 11, 2010 19

20. 20
Philips, @ThomasMarzano | Philips, May 11, 2010

21. “A brand is what people think it is.”
Philips, @ThomasMarzano | Philips, May 11, 2010 21

22. Simplicity
Philips, @ThomasMarzano | Philips, May 11, 2010 22

23. Philips, @ThomasMarzano | Philips, May 11, 2010