HP reinvents brand
17 Nov 1999
1
Carly Fiorina, Hewlett-Packard Company president and chief executive officer, announced a $200 million global brand campaign and a new logo to reflect the new HP in her keynote address at COMDEX/Fall '99 in Las Vegas.
"Our brand is the strongest expression of who we are," said Fiorina. "We are a company founded by inventors, fueled by invention and adept at reinventing ourselves to track with new market opportunities. Our new brand will give us a clearer, stronger voice in the marketplace, and the world will get a picture of us that reflects our true inventiveness."
The company has gone in for a new logo featuring the company initials without the name spelled out, conveying a faster, committed, invigorated HP. The word "invent" underscores the logo, reflecting HP's roots as a company of inventors and a company that has successfully reinvented itself many times to take advantage of new markets.
The timing of this brand campaign reflects HP's reinvention as a computing and imaging company committed to making the Internet work for people and also coincides with the pending initial public offering expected for the former HP measurement businesses, now named Agilent Technologies.
Ms. Fiorina also gave glimpses of some of the products HP plans to bring to market in coming months, mostly devices aimed at connecting to the Internet, not necessarily from a personal computer. It includes a venture with Swatch to develop a wristwatch that could access the Web.
HP expects to spend about $200 million on the brand campaign in the first year. The advertising campaign was created by Goodby, Silverstein & Partners and Saatchi & Saatchi Advertising. Goodby has the lead on strategic and creative development while Saatchi & Saatchi takes care of international markets and media buying.
"Our new brand sends a 360-degree message. It starts with our employee audience and extends to everyone we work with and work for," said Fiorina.
"The message for employees is this: Remember your HP gene -- the DNA to invent -- that drew you to our company in the first place.
"The message for customers: Our inventiveness can help you be more inventive in your home and at work.
"To partners: We can help you be more inventive in the way you serve your customers.
"And, finally, it's aimed at shareowners. We want them to know that we can do better, grow faster and be more profitable, and that our goal is to do just that -- by reinventing ourselves."
Antonio Perez, an HP president will drive for an integrated brand across the company. Perez launched a highly successful consumer brand campaign two years ago that led HP to become the No. 1 consumer IT supplier to the world for inkjet printers, photo-quality printers, all-in-one printing products, large-format inkjet printers and home photo scanners.
About HP
HP was founded 60 years ago by Bill Hewlett and Dave Packard in a one-car garage in Palo Alto, Calif. The company is credited with spawning Silicon Valley and inventing many management and employment practices that are emulated by companies around the world. HP also pioneered ways to contribute in every community and country in which it does business. From modest beginnings of only $538 of combined personal capital to launch the company, HP grew to become what is today a $40 billion computing and imaging giant known around the world.
HP's first commercial products were for the test-and-measurement business, which led to HP becoming the world's largest test-and-measurement company. One of HP's first major sales was of audio oscillators used by Walt Disney in the making of the movie Fantasia. Later, HP reinvented itself and became the world's second-largest computing company. It then also grew to be the world's largest printing and imaging company, and today the company is reinventing itself as the company that will make the Internet work for people.
"Our brand is the strongest expression of who we are," said Fiorina. "We are a company founded by inventors, fueled by invention and adept at reinventing ourselves to track with new market opportunities. Our new brand will give us a clearer, stronger voice in the marketplace, and the world will get a picture of us that reflects our true inventiveness."
The company has gone in for a new logo featuring the company initials without the name spelled out, conveying a faster, committed, invigorated HP. The word "invent" underscores the logo, reflecting HP's roots as a company of inventors and a company that has successfully reinvented itself many times to take advantage of new markets.
The timing of this brand campaign reflects HP's reinvention as a computing and imaging company committed to making the Internet work for people and also coincides with the pending initial public offering expected for the former HP measurement businesses, now named Agilent Technologies.
Ms. Fiorina also gave glimpses of some of the products HP plans to bring to market in coming months, mostly devices aimed at connecting to the Internet, not necessarily from a personal computer. It includes a venture with Swatch to develop a wristwatch that could access the Web.
HP expects to spend about $200 million on the brand campaign in the first year. The advertising campaign was created by Goodby, Silverstein & Partners and Saatchi & Saatchi Advertising. Goodby has the lead on strategic and creative development while Saatchi & Saatchi takes care of international markets and media buying.
"Our new brand sends a 360-degree message. It starts with our employee audience and extends to everyone we work with and work for," said Fiorina.
"The message for employees is this: Remember your HP gene -- the DNA to invent -- that drew you to our company in the first place.
"The message for customers: Our inventiveness can help you be more inventive in your home and at work.
"To partners: We can help you be more inventive in the way you serve your customers.
"And, finally, it's aimed at shareowners. We want them to know that we can do better, grow faster and be more profitable, and that our goal is to do just that -- by reinventing ourselves."
Antonio Perez, an HP president will drive for an integrated brand across the company. Perez launched a highly successful consumer brand campaign two years ago that led HP to become the No. 1 consumer IT supplier to the world for inkjet printers, photo-quality printers, all-in-one printing products, large-format inkjet printers and home photo scanners.
About HP
HP was founded 60 years ago by Bill Hewlett and Dave Packard in a one-car garage in Palo Alto, Calif. The company is credited with spawning Silicon Valley and inventing many management and employment practices that are emulated by companies around the world. HP also pioneered ways to contribute in every community and country in which it does business. From modest beginnings of only $538 of combined personal capital to launch the company, HP grew to become what is today a $40 billion computing and imaging giant known around the world.
HP's first commercial products were for the test-and-measurement business, which led to HP becoming the world's largest test-and-measurement company. One of HP's first major sales was of audio oscillators used by Walt Disney in the making of the movie Fantasia. Later, HP reinvented itself and became the world's second-largest computing company. It then also grew to be the world's largest printing and imaging company, and today the company is reinventing itself as the company that will make the Internet work for people.
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