Phillips: NXP Semiconductors
2008 ReBrand 100 Winners > notable
Industry: Technology - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - • The semiconductor industry is undergoing both consolidation and globalization. The larger players have greater advantages due to their higher volume, intellectual property and global reach. • Consumer Electronics with multimedia applications (e.g. camera phones) are the areas of fastest growth. • As a stand-along company, the semiconductor division of Philips is a global top ten Challenge - Philips Electronics wanted to successfully spin off its’ semiconductor business as a privately held, stand-alone company. This requires a balance between retaining the strong Philips heritage and creating a new brand that will capture the imagination of new product design engineers. Strategy - • Develop a new corporate brand that conveys multimedia leadership through a coined phrase, “vibrant media technologies.” • Use “Founded by Philips” as an integral element in the rebranding • Create a rich, vibrant visual language. • Conduct validation research globally. Result - • The Berlin 2006 launch gathered over 10,000 press comments. • NXP awareness among influencers reached 99% in under six months. • Tracking studies show brand consideration and preference significantly higher for the rebranding in just 4 months Credits: Client: Phillips: NXP Semiconductors - www.nxp.com Brand Strategy: Sarah Ward, NXP, Emmie Steeghs, NXP Creative Director: Allie Cane, Phillips Design Brand Strategist/Designer: Verse Group - www.versegroup.com Managing Partners: Michael Thibodeau, Randy Ringer Brand Strategy: Randy Ringer Naming: Randy Ringer, Kriston Rucker Creative Director: Allie Cane, Phillips Design, Sylvia Chu Designers: Marina Binns, Marco Acevedo, Doris Dell [back] |
