INSITEVIEW- - tom shugart's weblog

Sunday, December 01, 2002

Marketing Excellence

Steve MacLaughlin of Saltire commends Hewlett-Packard for the quality of their new ad campaign, and I’m inclined to agree with him. HP is reinventing itself as a services company, and they need to be straightforward in telling their story. Re-positioning is one of the most difficult and risky endeavors in marketing, but HP, with the guidance of their ad agency, the astute Goodby, Silverstein & Partners, appears to be off to a good start.

A primary reason is that they are adhering to what Steve wisely counsels:

” For years I've always told clients, co-workers, and students that the simplest way to build a brand is to tell people who you are, what you do, who you do it for, and how you can put all of that to work for customers. A brand is nothing more than a promise. And it's pretty difficult to make a promise when you leave out all the vital details. Start with those basic ingredients and go from there.

While the HP ads do not go into a lot of depth they do give a sense of the depth and breadth of the companies services and solutions. Their corporate Web site does a great job of providing a lot more in-depth information without all the fluff.”


It’s nice to see my home area’s premier technology company finding its way after the distractions of the merger with Compaq. Maybe all those critics of Carly Fiorina will start giving it a rest. Do you really think a male CEO would be subjected to all the crap she has?

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