Re-balancing innovation to drive brand preference
In 2010, Philips had been putting a lot of focus on marketing, with simplicity as a key attribute of the brand. However this led to less focus on technology and innovation. After studying external and internal research, I concluded that the innovation reputation of Philips was lagging and even dropping in some areas. We needed to re-balance our brand to improve our reputation on the topic of innovation.

Common messaging framework
I first brought together a cross-functional team of communications experts from across Philips to create a common messaging framework (what we call a message house), as a starting point for a renewed attention and communications drive towards improving our innovation reputation.

Results
An innovation communications department was established, bringing together the communications teams of Design and Group Innovation, completely focused on driving innovation reputation and stimulating internal pride and engagement on innovation.

Philips Innovation Experience 2011
Secondly as a key member in a cross-Philips team, I organized a high profile innovation event bringing together about 120 stakeholders, 100 media and 700 employees. This was linked to the 120th anniversary of Philips and helped us reposition innovation for Philips.

Results
• Excellent media coverage (65+ articles, highly positive tone of voice, external recognition of positive coverage by Dutch Communicatie’s Brand barometer, 1900+ unique Facebook views, tweets reaching over 40.000 people)
• Actual leads (quote from a market leader: “Our customers started to think differently about our company from September 27 onwards”)
• Good internal engagement (NPS of 36) and internal social activity (44 messages, 129 comments, 132 likes), leading to a renewed internal awareness of the importance of innovation