Royal Philips shared its new brand positioning, which builds on the company’s heritage of creating innovations that matter to people. As part of its new positioning Philips introduced the new brand line “innovation and you”, which is rooted in Philips’ strong belief that innovation is only meaningful if it delivers on people’s unmet needs and desires. At the same time the company presented a new design of its well-known shield on the façade of the company’s headquarters in Amsterdam.