The Shift Towards Consumer-Centric Branding: Insights from Philips Marketing Chief Josefien Olij
In an era where brand loyalty is increasingly driven by consumer expectations, Philips is redefining what it means to be a brand steward. Josefien Olij, the head of marketing at Philips, articulates a transformative philosophy: “It’s not your brand – it’s the brand of the people.” This essence underscores the marketing initiatives at Philips, where consumer empowerment takes center stage.
Embracing Purpose: A New Brand Narrative
Innovative initiatives like ‘Fixables’ and ‘Share the Care’ showcase Philips’s commitment to its health tech heritage. These initiatives bring the brand philosophy to life, illustrating that true brand ownership doesn’t lie with the corporation, but in the hands of its consumers. Olij emphasizes the need for custodianship over the brand, stating, “When you join a company, you take on the responsibility of the brand to leave it better than how you found it.”
In today’s world, brand marketers must earn and preserve public trust rather than merely control the narrative. After spending 17 years at Heineken, Olij transitioned to Philips in 2022 to lead a purpose-driven evolution rooted in integrity and authenticity. “Delivering shareholder and brand value must go hand in hand,” she insists, pointing to the strategic balance required to maintain brand relevance.
The Groundbreaking ‘Fixables’ Project
One of the most remarkable initiatives under Olij’s leadership is ‘Fixables’, a pioneering project aimed at reducing e-waste through 3D-printable repair parts. Launched in collaboration with Prusa Research and creative agency Le Pub, this initiative allows users to access open-source STL files on Printables.com. This innovation empowers consumers to print their own replacement parts, reducing waste and prolonging product life. Olij highlights that this is not just a marketing gimmick; it’s a testament to Philips’s longstanding engineering ethos.
“If you reflect on our commitment to quality, it’s clear that replacing products doesn’t always make sense,” she states. Instead, this project requires a shift in approach and R&D, focusing on sustainability and consumer needs.
Evolving Legacy Brands with Integrity
Philips and Heineken are similar in that they both honor their heritage while evolving for modern consumers. While at Heineken, Olij spearheaded a transformation that broke down stereotypes and fostered inclusivity. At Philips, she applies the same principles but focuses more on societal impact.
“Sometimes, it’s about making courageous decisions to extend a product’s life,” Olij explains, highlighting initiatives like ‘Share the Care,’ which speaks to the insightful reality that many women have limited time for self-care. These campaigns drive not just emotional engagement, but tangible commercial results.
Insights Driving Strategy
At the core of Olij’s approach is the integration of marketing and consumer insights into a unified strategy. “Marketing and insights are one team,” she emphasizes, showcasing her collaboration with Fenny Léautier, head of consumer insights at Philips. This partnership is critical in moving from mere brand awareness to category leadership, influencing both product development and consumer education.
“We’re not just building the Sonicare brand; we’re building the electric toothbrush category,” Olij elaborates, emphasizing the depth of insight required to shape an entire market.
Creativity in an AI-Driven World
In today’s landscape, where AI is prevalent, Olij views creativity as the distinguishing factor. “Creativity redefines what doesn’t exist. In a world inundated with sameness, that’s how you stand out,” she asserts. Philips employs AI as a tool for insight acceleration, not as a replacement for human creativity.
“AI provides outputs based on what you prompt it. Without genuine human insights, it risks becoming just another wallpaper generator,” she warns, underscoring the importance of human truths in innovation.
Strategic Partnerships for Purpose
Olij approaches agency relationships as strategic partnerships, not mere supplier-client dynamics. Working closely with Omnicom, Publicis (via Le Pub), and DDB, she fosters an environment of transparency and feedback. This collaborative ethos ensures that both parties are aligned and accountable, reinforcing her commitment to ethical brand stewardship.
The Future of Marketing Leadership
When asked about the traits of future CMOs, Olij highlights three keywords: curiosity, confidence, and conviction. She believes that a curious mindset is essential for growth, alongside the need for marketers to be confident in their ideas and authentically themselves.
With enthusiasm, she affirms her passion for marketing: “One hundred percent, I would choose this career again. If you can improve lives through a brand, you’re doing something incredible.” A poignant moment with her daughter viewing the ‘Fixables’ case affirmed for her the impact that marketing can have on society.
In conclusion, as brands navigate an increasingly cluttered landscape, the guiding question should shift from “How big is our reach?” to “How deep is our responsibility?” For Josefien Olij, the message is clear: do not merely own the brand – honor it, build it, and hand it back stronger.
For further reading on brand stewardship and consumer engagement, consider exploring this resource on evolving brand strategies.
