Simply nonsense

The Dutch electronics company Philips has a new slogan. They're ditching the old nanny-like - 'Let's make it better' - that the Amsterdam corporate marketing and comms community has been sniggering about since 1995. Now they're launching one that's even worse: "Sense and simplicity". Pardon? According to the reputable Dutch newspaper NRC Handelsblad, this translates roughly as "nuttig en simpel" ("useful and simple"). Well, sorry, NRC, but it doesn't mean that. It doesn't mean anything at all. What sense does 'sense' have. 'Sense' in the sense of 'meaning' or 'sense' in the sense of 'good sense' or 'sense' in the sense of 'senses' , 'feel'? What they're probably trying to say is 'sensible'. They're going to spend something like 80 million euros on not saying anything at all with their new slogan.
Here's the thought trail this slogan puts in motion for me:

• Jane Austen's 'Sense and Sensibility'. That title sounded good. Leave it alone.
• What does P. have to do with an 18/19th century British author? Get your hands off her.
• 'Sense and simplicity' is a tongue-twister.
• Have P. thought about how often their managers are going to fluff those obligatory words in their presentations?
• If you have a lisp, you're in trouble…
• Did they think it up themselves or did they pay a fortune for this nonsense?
• If they paid for it, which marketing company was it?
• The slogan is static. There's no verb, no movement in it. No emotion either.
• P. doesn't seem clear about what it's doing.
• Simplicity can't be P's strong point.
• P's staff have probably got used to speaking in English (their official language, even though it's a Dutch company) that is only 98.5% correct.
• How could this slogan get so far?
• Bet they didn't listen to the advice given by their native English speakers.
• Their new tag line is only slightly better than Amsterdam Municipality's recently launched slogan "I Amsterdam". I what?
• It's such a pity, Philips is a great company that's come with some first class inventions but they never get the marketing right.
• I can forget about ever working in communications for P., even if they don't read this.

P.S. P. after 'Let's make it better', you should have gone for 'Simply the Best'. But, unlike Jane Austen, Tina Turner is very much alive and kicking and would have demanded her price for it.

What's your view? Can you make up a better slogan?