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.

MEMBER CONTENT
This content is available for Basic and Pro Members.
Already a member, log in