Philips, people want clarity

Posted by Frank De Graeve

The multifaceted Philips has been busy shutting down activities which it no longer considers part of its core business for a number of years. In April 2012, the TV department was incorporated with TP Vision, a joint venture between Philips and the Taiwanese firm TPV, mainly active as a producer of TV and computer screens. But the TVs still bear the Philips logo.

So it was new firm with a slightly more complex structure, which took a while for journalists to get used to. Added to this, a recent perception that there was nothing new to say about TVs didn’t help matters, even though lots of manufacturers were coming up with new innovations.

Journalists don’t like a lack of clarity, so it was up to the manufacturer to create a new perception as quickly as possible. All communications were designed to highlight the aspects of the new company that showed of its excellence and innovation, such as picture quality, design and the development of smart TV functions. The fact that TP Vision is a local employer was of course also an obvious bonus for the company’s identity.

This approach has born fruit. Journalists can easily get in touch with TP Vision now if they ever have any questions about issues they want to talk about, such as picture quality or the future of smart TV.

Philips recently decided to review its participation in the joint venture, so TP Vision’s corporate identity now has to be redefined and disseminated. Our work here isn’t done yet.

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