The power of storytelling: how Philips rebranded as a health business
Brian CarruthersWarc
Many people associate the Philips brand primarily with televisions and consumer electronics but Philips, the company, has over the past few years been reinventing itself as a health and wellness business. That process began in earnest back in 2012 when the TV business was transferred into a joint venture with a Chinese firm, which continues to manufacture and market sets under the Philips name, allowing the Philips company to focus on its remaining business areas, including healthcare, lighting and consumer lifestyle.
There has been a big...