Philips will double funding in Brazil

Philips, founded 122 years ago, changed the slogan and the logo. And the marketing budget for the Brazil will double in 2014.
The slogan "sense and simplicity" ("experience and sensibility," in free translation), adopted in 2004, will move to a phrase inspired by the new "brand promise" of the company's "innovation that matters to you." The project was developed during 15 months by Ogilvy and included research in eight countries, said Henk de Jong, President of Philips in Latin America. He reported that the marketing budget to be invested in Brazil in 2014 will fold, but did not inform the amount spent in 2013.
The "shield" of Philips, formed by 4 stars and three waves drawn within a circle, was created in the 1930. Over the years, has changed color from beige and red to blue and white. The drawing "had never been changed," said Jong.