My spin:This is what differentiates boys from men…HP will spend hundreds of millions on advertising, smaller companies can’t come close to this. HOWEVER, will advertising keep HP a leader in the PC industry. Sure it will – people will buy what they are most comfortable with.
WHEN Carleton S. Fiorina was unexpectedly chosen to become chief executive of Hewlett-Packard in 1999, many people in the computer industry questioned whether she was up to the job. But no one really doubted her skills as a marketer. She had made her reputation at Lucent Technologies as the executive who repositioned and rebranded the telecommunications equipment maker prior to its spinoff from AT&T in 1996.
Ms. Fiorina brought her confident marketing touch to Hewlett-Packard and quickly put a new focus on the company’s marketing and branding program. A fragmented system, with product divisions and sales regions doing their own marketing, was streamlined and centralized. Its advertising carried a unifying logo, “hp invent” ó an attempt to link the Silicon Valley company’s innovative past with its present. (full story)
Latest posts by Ramon Ray (see all)
- Talk Triggers. Get New Customers with Word of Mouth Marketing? New Book by Jay Baer and Daniel Lemin - September 24, 2018
- Better and Easier Wifi Management with Linksys Cloud Manager - September 20, 2018
- How A Beauty Company Keeps Its Tech Edge – CTO Interview. Outsource and Get Expert Help. - September 18, 2018