Positioning Philips: what happened to this top brand? Podcast EP13

The world-famous Philips seems never to make positive news again. The lighting division has been spun off, and recently it sold the parts responsible for the last known products under the Philips brand. How did it come to this? And to start, we discuss the positioning of a typical B2B product: the elevator. How does that actually work?

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Every two weeks a new episode about positioning with the main segment being a look at a special brand or market. Zeeman, Shell, Nike and Red Bull have already been featured. Curious? Check out the other podcasts here.

Elevator Positioning

How does positioning work for a typical B2B product like an elevator? Bob takes the guys on a little adventure in their own office: they take the elevator! Not so exciting, but Bob is curious how an elevator company actually positions its products. He is surprised how much Tal and Ties actually know about this.

Philips Positioning

What happened to this quintessentially Dutch brand? From the Philishave to lamps and televisions, Philips made it all. But the Philips brand seems to be disappearing more and more; it now calls itself a ‘healthcare’ company and recently sold the last part that makes consumer products. At its peak, 400,000 people worked for Philips and it was one of the largest employers in the world. What happened?

Don’t be a Penguin

Want to contribute to our show? Do you have suggestions for themes or questions for Ties and Tal about marketing and positioning? Send them to [email protected] or leave a message or comment wherever you watch or listen. Thanks for watching and see you next time!