How HP Plans To Get Personal Again
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.