Iris
Case Studies
Revitalizing Philips Hue's Brand Positioning Through IoT
Overview
Revitalizing Philips Hue's Brand Positioning Through IoTIris |
Sensors - GPS Sensors - Optical Sensors | |
Indoor Positioning Systems Smart Lighting | |
Operational Impact
The operational result of this repositioning strategy was a revitalized brand image for Philips Hue. The 'Turn on Living' positioning line and the accompanying assets effectively humanized the brand, making it more relatable and understandable for consumers. The strategy emphasized the product's potential to enhance everyday life, moving beyond mere illumination to setting moods, energizing spaces, and triggering imagination. This approach made the product more appealing to consumers, positioning it as a simple, user-centric solution designed for real life. The repositioning also helped clarify the brand's three propositions, making them more accessible and relatable to consumers. | |