Revitalizing Philips Hue's Brand Positioning Through IoT

Technology Category

Sensors - GPS
Sensors - Optical Sensors

Use Cases

Indoor Positioning Systems
Smart Lighting

The Challenge

Philips Hue, a leading brand in smart lighting, faced a significant challenge in its brand positioning. The brand had initially launched with a strong personality, but over time, it had become more technical and less personable. This shift led to a complicated and confusing brand image, making it difficult for consumers to understand and connect with the product. The challenge was to humanize the brand, making it simple, approachable, and relatable to consumers. The task also involved developing Hue’s ecosystem and messaging for its three propositions ‘Comfort & Security’, ‘Light Up Your Moments’ and ‘Endless Possibilities’, and creating assets that would encapsulate these propositions.

About The Customer

The customer in this case is Philips, a global leader in health technology. Philips Hue is one of their innovative product lines, offering smart lighting solutions for homes and businesses. The Hue product line was launched in 2012 and has since become a popular choice for consumers seeking smart, customizable lighting solutions. However, the brand faced challenges in maintaining a personable and approachable image, leading to the need for a repositioning strategy. Philips sought a solution that would not only simplify the brand but also make it more human and approachable, thereby enhancing its appeal to consumers.

The Solution

To address this challenge, Philips Hue appointed iris Amsterdam to develop a new positioning line for its product and create content that would bring it to life. The solution was the 'Turn on Living' positioning line, which emphasized that there's more to lighting than just illumination. The idea was to highlight how light has the power to set the mood for every moment, help individuals wind down or energize for the day ahead, and even trigger imagination with its endless combinations. Along with this new positioning, a set of assets was created to help consumers understand how they can explore and experience the product. The product was presented as a simple solution built around the consumer, designed for real life and all its potential.

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.