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. (more…)
Posts Tagged ‘Philips’
“Making sense”
Thursday, December 8th, 2011Utilities & brand building
Friday, July 1st, 2011
Sander van Meurs’ thesis about the role of brand utilities on building strong and sustainable brands.
From February till June Sander 
van Meurs followed an internship at Lab1111 and wrote a thesis about the role of brand utilities on building strong and sustainable brands. Because we believe in long-term relationships between brands and consumers, we thought it could be an interesting thesis for Sander and us as well. He wrote his thesis with great dedication and we would like to share the summary with you fellows. It’s partially based on the Brandprogramming communication models, supplemented with theory and insights from interviews with experts and brand owners like Philips, Heineken, Vodafone, and UPC.
As a strategic instrument brand utilities can contribute to improve the consumers brand preference, brand perception, loyalty and conversion. Thanks to an owned media platform the reach of the brand utility grows organic and can be boosted by paid and earned media. A higher use frequency of the brand utility showed in research substantial positive effects on all mentioned brand effects. Want to know more?
Download the summery of the thesis here and share your reactions.
“The Value of Enthusiasm”
Thursday, May 19th, 2011Coca-Cola was my first brand love. Back in the day, my room coloured red with all the Coca-Cola collectibles I had gathered. For brands it is nice to have fans. Fans will repeatedly buy their favourite products without marketers having to make too much of an effort. In general, however, the same message is fired at them as at the average consumer. (more…)