At the beginning of September Philips has started a re-branding campaign promoting the concept "Sense and Simplicity". Eighty million Euros have been invested in the campaign, with ten percent of the budget dedicated to online activities. Philips President and CEO Gerard Kleisterlee said that:
"The new brand promise sets the tone not just for our new advertising campaign, but for every interaction with our customers."
There is a comprehensive web site in six languages reflecting the new brand image which reminds me of Apple's simple but effective style.