Morgan Rees is an experienced marketing and business strategy professional who has worked with several major consumer electronics and technology brands. He has over 15 years of experience developing global marketing programs, brand strategies, and managing marketing budgets. More recently, he has authored a book on marketing action plans to help other professionals develop effective marketing strategies and campaigns.

1. MORGAN D. REES
408.394.7337 | San Jose, CA www.morganrees.com
MorganDRees@gmail.com www.linkedin.com/in/morganrees
PUBLISHED WORKS:
Morgan Rees is an expert business strategist and marketing professional with international and domestic
experience at numerous publicly traded companies involving such renowned brands as Philips Electronics,
Norelco, Marantz, Magnavox, Citrix Online, Netgear and Honeywell. His experience spans global marketing
responsibilities with full profit/loss accountability, global brand development, channel, public relations, e-
commerce and marketing campaigns involving broadcast, print, online/offline advertising, direct/email programs,
public relations, executive level seminars and high visibility retail promotions.
Morgan gained agency experience early in career; some of his clients included admired brands such as Toyota,
Swim’n Sport, Red Lobster and General Motors. Morgan has built world-class marketing programs involving
SaaS, consumer electronics, computing, technology, ecommerce, retail, agency and B2C/B2B.
A faculty member of Florida International University and the author of numerous marketing-related articles in trade
magazines. Additionally, Morgan has brought his expertise to book form as he shares his marketing and branding
wisdom in a new title, Marketing Action Plans. Morgan is available for private and corporate client-based business
advisory service including marketing and brand strategies, online as well as offline, guidance, lectures, etc.
Podcasts: http://morganrees.com/podcast-2
A Word to the Webwise: [ 5:08 ] http://goo.gl/dUC6x
Network Privilege: [ 3:40 ] http://goo.gl/DqMj7
Borderless Security Takes Shape: [ 3:22 ] http://goo.gl/ak4P1
TVNext [ 9:48 ] http://goo.gl/KlYw7
Transportation Innovation Workshop: [ 4:32 ] http://goo.gl/HPYRg
National Association of Broadcasters [ 5:24 ] http://goo.gl/qch2W
Game Developers Conference: [ 4:37 ] http://goo.gl/bzbkA
Comcast [ 4:28 ] http://goo.gl/17uop
Better Place: [ 4:05 ] http://goo.gl/P5p5B
Published author involving numerous marketing articles in trade magazines:
Harvard Law School: The Record - “Network Access is a Question of Privilege”
Security Management Today magazine (Nov Part 1) - “A Word to the Web wise…”
Security Management Today magazine (Dec Part 2) - “Borderless Security Takes shape”
Computer Reseller News - “Viewpoint-Access”
Sales and Marketing Strategies & News - “Philips Electronics Uses the World as its Stage”
Exhibitor Management Magazine - “Think Big” (Cover story) Consolidation Solution
At your convenience, please contact me to arrange a meeting to discuss how I can make a lasting contribution to
your company.
Sincerely
Morgan D. Rees | Marketing; Online & Offline
SOCIAL MEDIA PRESENCE
Website: http://www.morganrees.com YouTube: http://www.youtube.com/morgandrees
LinkedIn: http://www.linkedin.com/in/morganrees Picasa: https://picasaweb.google.com/morgandrees
Twitter: http://twitter.com/morganrees Vimeo: http://vimeo.com/morganrees
FaceBook: http://www.facebook.com/MorganDRees Box.net: http://www.box.net/morganrees
Flickr: http://www.flickr.com/photos/morganrees/ SlideShare: http://www.slideshare.net/MorganDRees
Podcasts: http://www.morganrees.com/podcasts.php

2. Marketing Action Plans Jumpstarts Marketing Departments
New Book Provides Downloadable Plans, Campaigns, Templates and Forms
SILICON VALLEY, CA. – Silicon Valley marketing veteran, Morgan Rees, announces Marketing Action Plans: Outlines, Templates
and Guidance to Gain a Unique Competitive Edge, a new book that gives marketing executives and entrepreneurs the tools to
jumpstart their marketing plans.
In Marketing Action Plans, Rees shares his more than 15+ years business-to-business, consumer marketing and business strategy
experience with publicly traded companies including Philips Electronics (Magnavox, Marantz, Norelco), Citrix Online, Netgear and
Honeywell.
The book is designed to be a daily resource for entrepreneurs, those new to marketing as well as marketing pros whether they support
a small business or an international enterprise. According to Rees, Marketing Action Plans is the kind of book that execs will keep
within reach, a veritable survival guide to today’s marketing environment. It walks readers through real world planning for marketing
campaigns, product and company positioning, public relations, branding and product rollouts.
“Today’s marketing teams are constantly under pressure to deliver innovative, results-driving plans and meet nearly impossible
deadlines,” said Rees. “This is impossible to do from scratch; however, with Marketing Action Plans, you can use the templates and
documents included to develop more than half of the plan. Then it’s simply an exercise to insert your company’s features and benefit.
With the framework laid out for you, there is time to work on the creative aspects of your plan and still meet your tight deadlines.”
With decades of experience in developing marketing plans, Rees can attest to the value of a thorough process and using check-off
forms. “These kinds of tools dramatically sped up my team so we could provide our management with groundbreaking and effective
plans for tradeshows, product launches and so much more.” According to Rees, the book helps teams develop the tools and best
practices necessary to synchronize both in-house and external marketing teams.
Finally, readers now have access to an easy downloadable library of plans, campaigns, outlines, templates, guidance and forms from
the book at www.MarketingActionPlans.com/store
• Brand Strategy and Launch Plan: (Forty-page document) • Marketing Communications Sign-Off: (One page)
• Collateral Status at a Glance Template: (Three-pages) • Marketing Materials Order Form for Sales: (Two pages)
• Executive Positioning Questionnaire Template (One page) • Planning a Website: (Twenty eight page guide)
• Frequent “Users Club” campaign template: (Six-pages) • Public Relations Plan Template: (Eleven pages)
• Inside Sales Process (Twenty pages) • Quality Assurance: (Six page document)
• Investor Relations Process Flow: (One page) • Volume Incentive Program Agreement: (One page form)
• Market Requirements Document: (Four pages) • And more
Marketing Action Plans is now available on eBook (ISBN: 9781450237345) at Apple iTunes iBookstore.com, Barnes & Noble,
Amazon.com, Google Books, Scribd, KoBo Books and other online retailers (ISBNs: Paperback: 9781450237338 and Hardcover:
9781450237352). With a United States Library of Congress Control Number (LCCN) 2010908502 you can also get the book
from more than 5,000 U.S. libraries. For more information, visit www.MarketingActionPlans.com
Enjoy your MAP to success.
Website: http://www.MarketingActionPlans.com
YouTube: http://www.youtube.com/MarketingActionPlans
FaceBook: http://www.facebook.com/MarketingActionPlans?v=wall
Amazon: http://www.amazon.com/author/morganrees
Barnes Noble: http://goo.gl/FaONu
Kobo: http://goo.gl/pXQn2
Diesel: http://goo.gl/fwHhE
Google Books: http://goo.gl/FFolW
Apple: http://goo.gl/onBWO

3. Network access is a question of privilege
Morgan Rees
Security used to be just about locking the door to hackers and throwing away the
key, but no longer. A grey area has emerged which has more to do with the content
you are granting access to than whether your user is a friend or foe. Controlling
web access is fast becoming an important component of any successful security
strategy. There are good margin opportunities for systems integrators
that can help businesses develop and enforce corporate Internet policies.
Employees, partners, vendors and
contractors all need access to an organization’s information, and not all
of them are chained to the corporate desk. Many need remote admission.
Networking environments are becoming more open and enterprise applications
are being shifted to the web as businesses open their architecture.
With almost daily news of hackers
penetrating large companies' systems, enterprises must recognize the
connections between workflow, self-service management and authorization/authentication.
Authorization and access control products help a business understand who is using its resources and who its
customers are. Identification and authorization procedures enable partners and suppliers to participate in electronic
collaboration and help companies target customers more efficiently. Access control lists (ACLs) are the dominant
method of securing the use of the Internet. Administrators can set common rules, such as blocking all employees
from entry to particular sites or applications, and also enforce Internet policies for specific users or profile groups.
They are easy to configure and quick to deploy. Some newer web traffic
Managers can support thousands of ACLs without affecting their server's performance.
Controlling access is not productive unless you have a way of recording what's happening. If you log the audit trails,
they can prove beyond reasonable doubt that misconduct has occurred. Captured traffic is audited, logged and
identified, and can be played back in court. Enterprises can also enforce electronic surveillance policies to protect
intellectual property and reduce corporate liability.
Who you are and whether or not you are allowed specific access privileges is going to be one of the most important
technology questions. The challenge will be to create secure inclusion.
§ Morgan Rees is a vice-president of marketing

4. A word to the Web wise...
There's a global trend towards applications. A key issue to bear
users who don't want to be in mind with such a proxy is that it
chained to their desks or IT must be able to address the
departments, but who need to issues of authentication,
access corporate applications authorisation and accounting for
wherever they may be working. each Web request that it
Morgan Rees The populist solution is one that processes.
involves taking advantage of the
fact that the applications use the Individual Web applications tend
ubiquitous HTTP protocol. Alas, to design their own
Secure IT this method isn't always reliable,
particularly when you consider
the difference between corporate
authentication, authorisation and
accounting (AAA) systems for the
purpose of tracking and
networks and the Internet. managing users. While this may
be necessary, it does present a
Corporate networks tend to problem to both users and
With applications separate the world into two parts: administrators. Since each
the inside (corporate) and the application presents its own view
moving to the World outside (Internet) that are kept of user management, users must
Wide Web at breakneck apart by firewalls. Generally, learn the nuances of each system
speed, the need for corporations don't reveal all of and, in turn, administrators have
providing a secure their internal servers to the to learn how to configure the
outside world for security authorisation policies of each
mechanism for access is reasons. This is different to the Web application. This can
becoming increasingly Internet... when a Web-based become tedious and error prone
important. However, the application interacts with a user, for all parties.
problems of providing it then sends a number of
embedded URLs for navigation Security without borders
secure access are purposes. By using a secure Web traffic
changing. In the first of a manager, it's possible to
two-part article, we Having been developed under centralise AAA into one place
suggest that a complete the assumption that the with one system. Web
application will always work applications can benefit from
re-evaluation of how inside the protection of the these authentication systems by
Internet security can corporate network, many such using a security token that's
work for the enterprise is applications embed URLs that passed with every request from
long overdue. would never work on the Internet. the proxy to the application. By
Therein lies the problem (ie Web using the token, Web applications
applications need to be corrected don't need to authenticate again.
in order to function effectively on SSL also provides an end-to-end
the Internet and corporate solution, enabling 'borderless'
networks alike). URLs: inside out security through an encryption
and outside in Web Resource mechanism. SSL keeps traffic
Mapping can be used to unify the encrypted all the way to the
URLs generated by Web application, and not just to the
applications, making access far edge of the corporate network.
more secure for remote workers. Indeed, SSL support is ubiquitous
When carried out securely across all operating systems and
through a Web traffic manager, Web browsers, making the IT
the conversion will happen security manager's life much
transparently and doesn't need easier.
any intervention by administrators
of the Web-based application.
Web 'proxies' can also help with § Morgan Rees is a vice-
the problem of remote working, president of marketing
presenting as they do a single
point of entry to all Web

5. Borderless security takes shape
If used in conjunction with a proxy- revoke client-side certificates
based Web traffic manager, SSL without having to take electronic
(Secure Socket Layer) can be tokens back.
accelerated to provide lightning-fast
Morgan Rees access to Web applications. Another important feature is SSL
However, care must be taken such acceleration. Given the incredible
that the connection between the amount of mathematics required
proxy and the Web application is to perform even simple
Secure IT either physically secure or uses
SSL as well.
cryptographic operations that are
needed for the SSL protocol, it's
important that hardware
For the IT director or security acceleration be available such that
manager deciding what secure the proxy can focus on its primary
Web traffic manager to pick, it's task - that of secure Web traffic
crucial to remember SSL on the management.
Last month, we explained inside support. SSL on the inside
why the need to provide a allows IT administrators to Support for SSL is needed across
configure their proxies so that SSL all networks. While not all
secure mechanism for connections between the proxy and networks have to guarantee
access to the Internet is the Web applications are encrypted support for heavyweight security
highly important. Having as well. protocols, all networks must back
suggested that in-house up Web access. After all, without
"If used in conjunction with a proxy- any form of Web access they're of
managers must rethink their based Web traffic manager, Secure limited (if any) use to anyone.
approach to IT security, here Socket Layer can be accelerated to
he evaluates client-side provide lightning-fast access to Therefore, using SSL in
certificates and certificate Web applications. However, care conjunction with HTTP makes
must always be taken such that the sure that, wherever your system
revocation lists. connection between the proxy and users are, they will be able to
the chosen Web application is reach your Web applications.
either physically secure or makes
effective use of SSL as well"
§ Morgan Rees is a vice-
If the Web application server is on a president of marketing
distant network, there are no issues
with potential hackers sniffing the
packets between the proxy and the
server (particularly after so much
effort has been expended in getting
the traffic from the client to the
proxy in a secure manner).
Client-side certificates
Other features to keep in mind
when it comes to Internet security
and secure access are client-side
certificates and certificate
revocation lists. These features
allow administrators to give
electronic tokens to their users so
that, without the token, the user
cannot even arrive at a log-in
prompt. Certificate revocation lists,
meanwhile, allow administrators to

6. (Cover Story - Exhibitor Magazine)
Rees’ Consolidation Solution
CHALLENGE: Branding and controlling budget for
multi-divisional company
TOOL: Consolidate divisions to cut dollars
and increase brand identity
KEY PLAYER: Morgan Rees, Vice President of
Global Brand Management
A 42-billion-dollar company with 18 well known divisions
such as Consumer Electronics’, Philips Medical, Norelco,
Magnavox and Marantz. Philips spends millions of dollars
each year on its trade show program. Managing a program of
this scale create two significant challenges for vice president
of global brands management Morgan Rees.
First, Philips lacked brand consistency among divisions.
Individual groups managed their own programs separately –
including booth design. And for a global company like
Philips, which attends hundreds of shows per years, branding
is critical.
Second, as a direct result of the above, Philips was wasting
exhibit properties – and money. Since each division’s
program was managed independently, one division
potentially owned a double deck structure that was used once
or twice per year. Meanwhile, other divisions would be
buying and storing the same type of structures.
Consolidating the process. Rees decided consolidation was
key to streamlining his program. The first item on the
addenda was minimizing the number of exhibit builders
Philips contracted with company-wide. “Among 17 exhibit
houses, we had about 220,000 cubic feet of inventory,” says
Rees. “The duplicity is ludicrous. How many Philips logos do
you need?” After much research, Rees narrowed the pool to
two exhibit houses, Sparks Exhibits and environments and
Contempo Design.

7. Consolidation Solution (Continued)
In partnership with these companies, Rees worked to craft one face for Philips. To do so,
he developed modular corporate properties that are branded for Philips as a whole. The
plan: Maintain the inventory of structures that could be used repeatedly by all Philips
divisions.
Rees introduced his inventory with the introductory with the 21,000-square-foot Comdex
Fall properties, which included monolithic representations of the Tag Jamal and Eiffel
Tower - pieces smaller divisions could never afford on their own. At the same time, he
incorporated smaller, Abex-system pieces with consistent brand inventory,” he says. “The
pieces are not branded on one division – they’re recognizable as Philips as a whole.”
Much thought went into the planning of his new program. Pieces were designed to be used
in booths ranging in size from 10-by-10 feet up. “We have product displays units that can
be the table top to be bigger; we have product display units that can be to it. A four-foot
surface can grow to six or eight feet. And it’s all components.”
The beauty of this strategy, says Michael Tomkin, president, Sparks Exhibits and
Environment, is Philips’ ability to use a piece 30 times instead of three. “They can
leverage their properties to save money,” he says.
Extranet inventory. To make the process efficient and easily accessible by all Philips’
divisions, Sparks created a secure extranet on its Web site, including digital photos of
Philips graphics and exhibit inventory. “Any division can tap into this inventory, “says
Rees. “And any Philips trade show manager can create configurations and floor plans for
upcoming shows.
The arrangement has worked beautifully. I’ll be on the phone from California with
someone from Atlanta and The Netherlands, and we’re accessing engineering drawings
and graphics,” says Rees. “We’re orchestrated and designed entire shows online,
including Comdex – and that included 18 divisions.”
The system is also making Rees the hero of CFO’s everywhere – and that’s just the early
results. Companies can save 20 percent to thirty percent of their overall trade show budget
(through this program), “says Tomkin confidently. Rees is equality convinced. His “cost
saving guesstimate” is two million to three million dollars by the end of this year.
All in all, it’s been a hugely successful way to mange one face, one message,” says Rees.
“And at the same time, the corporation saves a fortune.”

8. Philips Electronics Uses the World as Its Stage
Companies often approach trade in order to bring a consistent structure in Philips U.S.A.'s
show exhibit design in one of two brand message to the show history. But more important
ways. Most view the exhibit as a floor, regardless of the show or than the finished size, the
shell to house the sales force Philips division in attendance. exhibit accomplished two
during the long days of an The catalyst was the need to amazing things. First, it took
industry event. However, a small build exhibits for both Philips' brand recognition to
but growing number of COMDEX and CES, two first place in a ranking of
corporations recognize that a trade enormous electronics shows. 2,400 exhibits, and it did so at
show exhibit can be much more Rather than design two a 30-percent cost savings.
than a space filler. It can embody separate, equally costly Sparks designed and
the spirit and philosophies of a exhibits, the company took a constructed a floor plan that
company and its brand by offering decidedly worldwide allowed components from the
a three-dimensional experience perspective and called on complete exhibit-measuring
that a client or prospect will never Sparks Exhibits & 198 feet by 107 feet-to be
forget. Environments. selected from inventory and
Philips Electronics is such a "We went to Sparks for two used in an exhibit as small as
company. Philips is one of the key reasons," says Morgan 20 feet by 20 feet.
world's largest electronics Rees, Vice President of Global "Each element within the
companies, with sales of more Brand Management for Philips. exhibit was designed to be
than $40 billion and more than "First, their ability to bring used in a number of ways-
250,000 employees. It's a global theming to a trade show was what served to show a
leader in the color television, really important. They deliver workplace product line in one
lighting, home telephony and the same level of creativity show might showcase a home-
electric shaver markets. While they bring to their theme park products line in another," says
Philips is a recognized technology clients-such as Universal-to our Rees. "This provides great
leader in its markets, the company corporate trade show setting in versatility and cost savings,
is focused on building the Philips a strategic and targeted way. especially for Philips product
brand. Having studied the impact Second, they had proven their divisions that normally could
of past exhibits, the company leadership in understanding not afford this level of
realized that its exhibit had little to global brands by helping exhibitory. This has allowed
no brand recognition. With companies such as Bell our divisions to show a more
Philips' numerous departments Atlantic and Adidas to sophisticated display and pull
and divisions handling shows consolidate their three- ahead of the competition at
individually, the company didn't dimensional presentations smaller regional trade show
present a strategic and consistent under single-theme, brand- events."
global trade show image. In consistent umbrellas." Through this approach to
addition, the costs to prepare for strategic planning, Philips
and attend shows each year were Making History delivered a consistent brand
becoming mind-boggling. The exhibit that grew out of message with exhibit
Philips set out to consolidate all Philips' consolidation directive properties that were highly
of its tradeshow marketing efforts was the largest trade show functional and adaptable for

9. each division's diverse trade show team was more of a theatrical techniques usually found in
requirements. "This approach set than a trade show exhibit. theater productions. The effect
maximized our investment in the The final exhibit featured awe- was completely immersive,
exhibit," says Rees. "We literally inspiring three-dimensional giving visitors the feeling they
saved hundreds of thousands of scale models, hanging and were in a far-off place.
dollars and increased brand dimensional flats, a 60-foot To give visitors an up-close
awareness by presenting a single main stage and even fog. look at Philips' product lines,
face to the customer, and the the exhibit was divided into
COMDEX experience and its four areas, emphasizing the
subsequent showings are use of Philips' products for
responsible for that return." home, work, away and
technology. Each area had its
A Landmark Event own mini-stage for product-
Faced with the challenge of specific presentations. One-
presenting the branding theme, on-one demonstrations were
Connecting Your World, Philips held at each of the 23 product
and Sparks worked closely from demo units. "Many companies
Scale models of five
the beginning, holding display equipment in the
international landmarks were
brainstorming sessions to review exhibit the way their
built to emphasize the
concepts. Philips' decision makers corporation is organized-by
Connecting Your World theme,
in the Netherlands, New York, division," says Rees. "Yet
including the Golden Gate
California and Atlanta customers want to view
Bridge, Eiffel Tower, Taj
simultaneously viewed the products the way they are
Mahal, Roman Coliseum and
extranet to review designs and ultimately used by the end-
Sydney Opera House. Their
teleconferenced with the Sparks user, in real world lifestyle
inclusion was significant
team. With a corporate U.S. application environments. We
because the actual structures
office, a worldwide office in the worked hard to bring that
are illuminated with Philips'
Netherlands and 12 Philips realism to the exhibit by
Lighting products. The team
divisions, the Sparks proprietary putting home products in a
also built a model representing
extranet was a critical living room setting, for
Motown to highlight Philips'
collaboration tool to ring all example, regardless of what
sponsorship of "Motown
relevant Philips parties together. division made the products.
Live!," which airs on Saturday
The team agreed that one of We felt it would be a better
mornings.
Philips' greatest strengths is its context for facilitating actual
worldwide presence, as the sales, and it was."
company does business in more
than 60 countries. Using this A Theatrical Experience
premise as a starting point, Rees Product displays and
developed a strategic direction-the demonstration spaces were
idea of using international given top priority during the
landmarks. The landmarks would development of the structure.
creatively showcase Philips' The main stage-a 60-foot oval
Connecting Your World theme structure with seven trap
with the added benefit that the Fifteen structural contour doors-was used to present
team would select landmarks that flats were created to represent Philips' global branding
are lit by Philips products. Then, architectural styles, such as a message through a Broadway-
in a collaborative effort, Rees and Japanese pagoda, a Dutch-style style production. The stage
the Sparks team brainstormed and garden gate and familiar area was set in the back of the
built on the strategy together. landmarks including the Statue exhibit, strategically drawing
of Liberty-complete with lit people through the exhibit and
A Show-Stopping Sight torch and crown-Big Ben and past all of Philips' product
If the concept of using the Leaning Tower of Pisa. offerings, yet it was highly
international landmarks was the Completing the scene were visible, as it featured a 49-
seed, Sparks' design team made it 200-foot canvas curtains cube Philips video wall as its
bloom. With creativity and depicting generic skyline backdrop, as well as dramatic
enthusiasm running at full tilt, scenes. All were created using lighting.
what resulted from Sparks' design traditional scenic painting

10. "In addition to trade shows, our Rees. "There was no doubt we The exhibit attracted media
firm does quite a bit of business had captured our audience by attention as well. The
theater work, which is considered providing them with an company conducted more than
by most marketers to be a real exceptional experience." 500 press interviews in the
specialty," says Clement Smith, exhibit at COMDEX, up from
senior account executive for The Bottom Line approximately 100. Just as
Sparks. "We were able to draw Sparks designed and important, Philips has reduced
from our experiences in this area produced the entire theatrical event expenditures by 30
which made accomplishing experience in less than six percent while gaining in name
Philips' goals much simpler." weeks by utilizing five of its recognition.
U.S. facilities simultaneously. By planning each detail and
Partnering with Sparks also considering the future show
helped Philips to cut costs in schedules of Philips' product
the production of the exhibit divisions, not only were Rees
and on the show floor. For and Sparks able to produce an
instance, using a stage that exhibit that stopped the show
Sparks had in stock in its San at COMDEX '98, but one that
Francisco facility saved Philips lives on in various versatile
approximately $50,000 over configurations. For
the cost of a custom-built stage. COMDEX, the large stage
Once visitors were drawn into At the COMDEX presentation was utilized for building the
the Philips Branding theater area, of the exhibit, the space Philips brand image, and at
they were treated to a presentation contained 20 conference rooms CES it was repurposed to
complete with singing, dancing, rented from Sparks' extensive communicate Philips'
and a floating presenter on a inventory at a cost of leadership in high-definition
theatrical crane and flying dancers approximately $160,000. The televisions.
on cables. "Our goal was to cost to purchase the same
develop an impactful way to system would have been nearly
communicate what Philips is all $800,000 and the end result
about by illustrating our motto, wouldn't have been as flexible.
Let's Make Things Better. We felt Other strategic factors came
that we could use the exhibit and into play. During the
the theatre presentation to show COMDEX load-in, Sparks
that Philips makes things that arranged to have Philips'
better people's day-to-day lives," products shipped to an off-site
says Rees. "We don't make storage facility and then At COMDEX, Philips
technology for the sake of delivered to the exhibit en Technologies used the Eiffel
technology; we make things to masse. Had Philips brought the Tower exhibitory to
better our lives. And the exhibit products into the hall as they communicate its leadership in
experience both reflects and arrived, they would have been speech recognition, flat
enhances our marketing. assessed a per-piece charge. By display systems,
bringing the shipments in all at semiconductors and CD-
once, Sparks saved Philips tens Rewritable/DVD components.
of thousands of dollars in At CES, the Eiffel Tower
drayage costs. served a completely different
The success of Philips' new purpose for Philips Home
unified approach is in the Cinema Solutions such as
numbers. The company had HDTV, video projectors,
seven independent exhibits and DVD and Flat TV.
seven inconsistent brand Components from the
messages at COMDEX. exhibit have been used by
"At the end of the last day of the
Subsequently, it posted a very numerous Philips divisions at
show, I walked the show floor and
low recognition factor. Philips different shows and events.
the rest of the hall was like a ghost
presented one face to its
town. Everyone was in our exhibit
customers and ranked highly in
catching the last performance, and
exhibit recognition out of 2,400
many were qualified leads," says
exhibitors.

11. Philips Electronics Uses the World as Its Stage