Ever since Philips launched their “Sense and Simplicity” campaign I have been a follower of what they do, not only on a product side but specifically on the marketing side. I simply love it. It is so powerful to bring their enormous portfolio of products and services (B2B as well as B2C) under one umbrella theme…and it works. A cool thing I just found is their Simplicity Advisory board. Let’s have a look at what the members do: “Each member of our Simplicity Advisory Board comes from a different cultural and professional background. This diversity enriches our understanding of what simplicity means for people in all aspects of their lives and in different cultures. But while the Board members bring a mix of experience and cultures, they all share our passion for simplicity.”
Sounds like we can use some of that, no? I’m still very passionate about Microsoft (been here a bit over 2 years) and we have some fantastic products but I think we could communicate a lot better. Look at what Reveries.com writes about this or check this article in Fortune and you’ll see how instrumental this campaign was, not only in terms of marketing metrics but the effect on the bottom line and shareholder value.
Some more interesting articles on this:
- Thinking simple at Philips in Businessweek
- Philips widens its product range and wants consumers to know in the New York Times
- They even simplified internally if you check this article from Fastcompany: “That initiative has been felt from the highest rungs of the organization to the lowest. Instead of 500 different businesses, Philips is now in 70; instead of 30 divisions, there are 5.”
- The campaign had a clear impact on their brand: “We also continued to invest heavily in the things that really set Philips apart – our brand and our end-user-driven innovation and design – moving us to 38th place in Business Week’s ranking of the world’s most innovative companies (up from 67th place in 2006) and further increasing our brand value by 15% (according to Interbrand).” , taken from their annual report in 2007.
- Even the financial press embraces this theme.
- Excellent blog post on the Beauty of Simplicity (with examples from Google and Apple)
- And last but not least, this transcript of the presentation Andreas Ragnetti did in the Netherlands on Molblog (in Dutch), here are a few snippets of results of the Sense and simplicity campaign:
- Revenue from new products from 25% in 2003 to 53% in 2006
- Ebitda grew from 4,56 billion in 2002 to 7,7 billion in 2007
What do you think? Should we focus more on simplicity at Microsoft?