Lights, Camera, Action

Executive Sponsors Maintain a Fluid, Productive Discussion Through Regular Input and Guidance
Senior Executive Feedback During Online Dialogue Illustrative

Central Dialogue Monitoring Hub

Andrea Ragnetti 19.06.2006 08:00:00 Keith Baker 19.06.2006 09:28:48

Executive sponsor sets up the discussion in each forum and poses a question to participants.

Brand and Stakeholders Simplicity is a differentiator in our relationship with consumers and customers. Where do you see the major roadblocks in this area? Simplicity only works for the Grey headed The younger generation (1118) and their parent are starting to have their lives changed very radically by the Internet. Simplicity is not a concept in the lives of the multi-tasking high intensity multimedia users Simplicity is implicit Im not so sure simplicity is for the grey headed but I think its more to do with the way you convey the message...One of the reasons high intensity media users, young generations etc are enticed by new means of communication is because those means are easy to use, readily accessible, etc. Sometimes I get the feeling that emphasizing simplicity the way we do expresses a wish rather than making clear that we have achieved (a degree of) simplicity already. Expected simplicity I agree with Britt. We accept that a computer needs time to boot and ask a lot of questions during installation of a new program, and clearly the youth has less a problem with this...but a lot of electronic items are also by them expected to operate simply Simplicity is a concept with universal appeal Keith, Britt, Robert, and the many others who are contributing to this stream, I nd it very interesting and worth developing further. I think we are aligned on the idea that the Simplicity we have dened in Philips is a concept that cuts across industries, Product Divisions and ages. Youth has made a great success of icons of Simplicity like the iPod, Google, some Internet based gaming and solutions, etc. Simplicity is in essence ease of use applied to competitive, relevant insights. and as such has the only limitation of the competitiveness of the insight and the rigour of the execution. Having said that, we know that most of the things we make and do and will make and do at Philips target users in the age group of 3555, with higher income than average. That is why we focus our communication on them more than on youngsters.

Britt van den Berg 19.06.2006 10:38:32

Participants discuss challenges to brand execution and suggest solutions to roadblocks.

Dialogue Insight Capture

Robert van Rijsinge 19.06.2006 12:21:56

Douglas Dell Andrea Ragnetti 19.06.2006 15:05:12 19.06.2006 16:08:08

Executive sponsor responds to selected items, highlighting good ideas, wrong paths, and action steps already underway.

Gerard J Kleisterlee 20.06.2006 09:48:50

Source: Royal Philips Electronics N.V.; Communications Executive Council research.

CCR19QX7WV

2007 Corporate Executive Board. All Rights Reserved.

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