Thanks to my Philips Wake-up Light I wake up energized every morning, despite this gloomy winter weather. The enthusiastic stories I was hearing led me to buy this Philips product. And apparently, this is no coincidence. Philips evaluates new products by their promotional value and uses a communication strategy based on the principle of likeability. The stimulation of word of mouth using online media is central to this strategy. With an appealing product and striking communication, Philips encourages people to talk about the brand. This creates positive energy around the brand and choices are affected. McKinsey published a study in 2009 which described how consumers’ decision-making process has changed since the advent of the Internet. There is no longer a funnel in which the choice is made from a mental shortlist of brands (the consideration set). Instead new options are added to the shortlist in the actual process of choosing. Opinions, views and recommendations of others now play an important role. And since the advent of the Internet this effect has multiplied. A beautiful brand promise no longer suffices. A successful brand is a brand that is spoken about positively.
I recently heard about Philips DirectLife, a motion capture box that records daily movements. You upload the activity data to your computer, thus creating an overview that gives you insight into your activity level during the day. Bringing the children to school, driving, giving a presentation. Regular contact with an actual Philips coach encourages you to improve your daily activity level. But the real value of course lies in sharing your activity level with peers in an online environment. Social control and the mutual competition that this entails, is exactly what you need to keep on track and stay physically active.
The Wake-up Light is the first Philips product I have bought since the Senseo years ago. While all that time, Philips has been investing a lot of communication funds to highlight its “sense and simplicity” brand promise. Philips now understands that you need much talked about products and communication to build a brand in the digital age.
Mary Hoogerbrugge
Tags: DirectLife, McKinsey, Philips, Senseo
Jeroen de Bakker is a media entrepreneur and co-founder of Lab 1111 and BrandWebbing. He is an adviser and publisher in the field of brands, media & technology. Jeroen lectures at Brand Management, the Academy for Management, University Groningen and at the European Institute for Brand Management about digital branding and media-innovation.
Mary Hoogerbrugge is a brand-driven strategist and co-founder of 'De Positioneerders'. She is board member of SWOCC and lectures at Brand Management, the Academy for Management, University Groningen about branding, brand research and integrating on- and offline communications. She was executive strategy director at FHV BBDO.
