Business Week reports on the developments in messaging and product design to reposition the brand from technology company to personal service:
For starters, HP’s new advertising offensive is broader than anything the company’s $27 billion PC operation has tried before. It spans edgy prime-time TV spots, innovative Internet-based ads, and a partnership with MTV that features HP gear in a reality show inspired by members of Chahil’s team. The goal: to do away with HP’s fragmented marketing strategy of the past and build a cohesive campaign that will work across many product lines, in all regions of the world, using print, online, and broadcast media.
Possibly the most notable distinction of the campaign is its attempt to put the PC into a bigger cultural context. With a tagline of, “The computer is personal again,” the idea is to position HP as the company that truly understands how central the PC has become to most people’s lives. “We live in a world that is rapidly going digital. Our workplace is going digital, our homes are going digital, and entertainment is going digital. And everything digital is going mobile and wireless. And HP is the only company that has the products and services to cover the entire spectrum.”
Lengthy article. Well worth a read.
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