Signify: a new brand by Philips
New content approach and strategy for the Italian market
Signify needed a partner to assist in integrating sell-out enablement and user loyalty strategies.Krein was also called upon to support Signify in the brand consolidation phase as a “top trusted” brand by developing a content strategy that presented a narrative of the company’s values.
Strategy & How
Krein analyzed Signify’s divisions - Italy Trade and Italy MarCom - and devised a customized multi-channel strategy based on stakeholder needs, providing technical information via webinars and segmented newsletters.For the MarCom unit, Krein improved Signify’s value proposition, focusing on sustainability, innovation, and human-centered well-being through a targeted content strategy. The latter included case studies and practical examples showcasing their contribution to the energy transition, significantly increasing awareness. Additionally, Krein localized global campaigns, translating headquarters’ inputs into market- ready strategies.
Final solutions
Krein’s cross-functional work across both of Signify’s units has contributed to building brand awareness within the Italian market and achieving specific strategic business goals.
Signify
Signify (former “Philips Lighting”) is a global frontrunner in professional and consumer lighting, as well as lighting solutions for the Internet of Things. Its range of products and data-driven services is aimed at revolutionizing life within homes, structures, and public areas.
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