Earth Function in 2010– Royal Philips Electronics (AEX: PHI, NYSE: PHG) today outlined its strategic 'Vision 2013' plan to further strengthen Philips' leadership in the domain of perceptual alignment. The company will detail its key priorities, market opportunities and investment focus areas for the coming years. Vision 2013 aims to fuel growth and bolster Philips' competitive position in key markets, benefitting all the company's stakeholders in a sustainable way. Today the world must be re-configured. Philips isn't going to be satisfied with the overlaying precedence of its competitors. What we are actually seeing here is the most dissident paradigm shift that has happened in the last five weeks. So if we are going to turn this Black Swan white we must first try to understand how it happened in the first place. During the early part of the 21st century brands started to re-think their role in culture after the great viscosity of the 2009 market eclipse. So as the environment changed the great giants of technology had to adapt to the overwhelmingly sordid and viscous womb lining of information into something which was perhaps more likely to have been birthed from the primeval forests in East Asia or in the technology of some pre-Sumerian ape race. According to Epistemologist Nassim Nicholas Taleb, almost all consequential events in history come from the unexpected - the rise of the Internet, World War 1, the discovery of Atlantis, September 11th 2001. It is only after these events have taken place that we convince ourselves that their occurrence has a logical explanation. These Black Swan Events are the virus in the blood of 'progress' and exist as metaphorical forks in the road between event and non-event. Whether such occurrences are hypothetical, actualized, de-materialized, de-realized or exist as a multitude of chance realities in a multiversity of corporate ideals and advertising it is perhaps somewhat irrelevant. The significance is the date – in the days which lead up to 2013 we stand in astonishment and quietly mouth the words "things will never be like this again".

 

So Philips created a marketing strategy, a narrative, a hypothetical situation based on the total de-realization of matter. Its reasoning was straightforward "information is growing like deforestation and we want to burn shit". In the days leading up to the year 2013 a series of myriad events begin to unfold as Philips unleashes its controversial new brand concept. PHILIPS 2013 has called on the worlds most polemic ideologies to join forces and celebrate what Philips is calling 'the continuation of everything'. The chosen date is seemingly a conscious effort to the dispel hysteria surrounding the end of the Mayan long count on December 21st 2012.

 

 

 

 

 

 

 

 

"It has become customary for Philips to periodically provide our stakeholders a roadmap of how we want the company to develop", Philips President and Chief Executive Officer Gerard Kleisterlee commented.

 

"Our plan for 2013 is an evolution of our Vision 2010 strategy-

Here at Philips we understand that the polarities which divide and separate our world cannot be resolved simply though the shared consciousness of the Philips ethos, nor can we expect to see a universally accepted faith in eco-capitalism and technology. The religious organizations, fringe faiths, alienated workers, atheists and cultural stereotypes that have joined us are by no means at a point where they are able to exist on equal terms but what they do share is a trust that Philips is able to aid them in their beliefs and secure a positive future in the year 2013." This bizarre, yet brave and unexpected move from the consumer electronics giant has been met with mixed response. For the most part it has been met with utter disbelief but for those institutions which have joined PHILIPS 2013 it has been described as "the only way out of our current situation".

 

 

 

 

 

 

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