We must empower our people to feel again, to innovate, to create, to invent - but with a real understanding of consumers' everyday lives. Also, we will have more of a 'star product' strategy and we will be looking to a younger target audience, without losing our mainstream consumers. At the moment, consumers are confused about what we do, what 'Philips' means. So, we're going to use Consumer Electronics as a spearhead to build the brand. On top of this, we need to identify those technologies that are common to Philips products.
Speech recognition is a great one because everybody understands it, but there are others.
We can make our size an asset for the consumer, rather than a headache. No gizmos, no extra buttons - it's a Philips'. It doesn't mean Lighting will be identical to Domestic Appliances, but there should be an approach that people recognize as 'Philips'. Global brand management is like managing a McDonald's franchise. McDonald's gives you this label that almost guarantees that consumers will come to your restaurant.