02 Branding David Greely

Branding The Brand David Greely HP Corporate Marketing Brand Strategy & Management

A brand is not….. ,[object Object],An identity A product

A brand is… Source: Marty Neumeier, “The Brand GAP”

The purpose of a brand ,[object Object],[object Object],[object Object]

Why brands matter ,[object Object],[object Object],[object Object],[object Object]

Brand: Building the foundation

Brand strategy & promise ,[object Object],[object Object],[object Object],[object Object],[object Object]

HP brand evolution A printer company A printer and a PC company A modern, relevant technology company A modern, relevant technology solutions company A broad technology company An iconic 21st century brand Yesterday: Product makers Today: Market makers Tomorrow: Experience makers

Brand strategy and brand promise ,[object Object],[object Object],[object Object],[object Object],[object Object]

Brand strategy and brand promise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand strategy and brand promise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand strategy and brand promise ,[object Object],[object Object]

Brand strategy and brand promise ,[object Object],[object Object],[object Object]

Brand strategy and brand promise What HP stands for Our brand promise The benefits we offer to our customers as the leading technology company Our character Our differentiators invent Technology applied to make a meaningful difference. ,[object Object],[object Object],[object Object],[object Object],[object Object],optimistic dynamic human inventive trustworthy quality-driven Global reach Our technology Our people Collaborative relationships We operate everywhere our customers live and work. We create inventive technology solutions – built to meet real human needs, and integrated with the whole system in mind. We’re technology experts you can trust to go the extra mile. We make technology work for you. Global citizenship We believe our purpose is not just about profit, it’s about contribution. We uphold the highest standards of corporate global citizenship in everything we do. We build honest, collaborative relationships – with you and our partners – that you benefit from. We are reliable in everything we do – our products, our promises, our performance. Reliability Superior return on technology We aim to help people get more out of technology – to reduce the initial cost as well as the total cost of ownership. Reduced complexity and simplified use We offer solutions that take the hassle and complexity out of using, deploying and managing technology. Choice and flexibility We give customers true choice – in how they work with us, how they buy from us and what they buy from us.

Aligning experiences: mirroring relationship Customer experience An experience that reflects and delivers on the brands fundamental characteristics Employee experience An experience that will enable them to deliver the best experience to customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Trustworthy Quality-conscious Inventive Human Optimistic Dynamic = everything is possible

The HP brand evolution: The 360º brand experience ,[object Object],2. We have unified our look and feel 3. We created standards to guide behavior 4. We use these standards to guide behavior at each touchpoint

BusinessWeek rankings: ‘Most Valuable Brands’; reported 8/2/2004 +11 -3 +6 0 0 +9 -18 +1 -3 +8 +4 +4 -6 -4 % Change /’03 29 11.50 25 20 12.76 20 Top 10 Brands 12 20.98 12 10 21.33 11 9 22.13 10 11 22.67 9 6 24.04 8 8 25.00 7 7 27.11 6 5 33.50 5 4 44.11 4 3 53.79 3 2 61.37 2 1 67.39 1 2003 Ranking 2004 Brand Value ($B) 2004 Ranking

“ The most successful brand cultures offer a single, coherent story where the components work together in a synergistic fashion so that the whole is greater than the sum of the parts.” Douglas B. Holt “Brands & Branding,” Harvard Business Review

02 Branding David Greely

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02 Branding David Greely