Those products have to be in the right places and easily available. No Brand Champion working out of New York can do it by himself. We're really going to rely on the North American Marketing Council, which includes marketing, PR and sales executives from all of the consumer product divisions, to help us achieve this goal. It's going to take pride in the brand and doing the right things on a daily basis. The way we are seen outside is a reflection of the way we behave inside the company.
Mission is a good word because the job does require almost a missionary zeal.
I prefer to talk about the goal, which is to accelerate the growth of Philips brand equity in the region. The work required covers many areas, from product development to consumer communications. In the communication we then need to find the right balance of emotional and rational messages. The bigger challenge for Philips is organizational and people-related. The willingness of the organization to embrace change with open arms rather than just accept it is a key dynamic.