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service and support - even how employees interact with each other.
It stressed that each person in the company plays a crucial role in
shaping customer perception. The next issue, therefore, was to align
all of HP’s activities so that everything its says and does, delivers
on its brand promise and creates the right set of expectations and
perceptions about the brand. In other words, creating a 360-degree
brand experience.
With the teams and structure of the project in place, the company
implemented all advertising and collateral design changes in the new The model for alignment: 360 brand experience
look and feel. This was followed by staff and approved vendor training
on new templates, standards and processes relating to:
• Events and trade shows • Sales force communications Sponsorships Advertising
• Media • Sponsorships
• Photography • Vendor consolidation/ Product Internet/
• Point of sale selection criteria Design Websites
It’s a jungle out there. Whether you love gardening or think it is a dirty, pointless activity, few people will deny that
a well-tended, balanced garden is a joy to behold. Of course, you have to ensure that you provide your garden
with the right conditions. Choose plants that are suited to the soil type, ensure there is enough water
for the plants to flourish, and maintain a balance in colour and texture. There must also be variation in
height, and some plants are simply taller or stronger than others, and more successful. Perhaps the most
important thing about gardening is ensuring harmony.
Yet gardens demand a deep-seated knowledge of how all the pieces fit together. They are especially tough if new plants keep on being added for
greater diversity and a prolonged flowering season, having to juggle ever-increasing numbers of variables. In this case, you really do need a master
plan, a gardener to bring everything back in line.
So. HP. HP’s garden was overflowing with companies that were no doubt flourishing, just a little out of control. With hundreds of brands within HP,
years of purchasing companies, the thousands of associated sub-brands and the huge purchase of Compaq in 2002, it was time for some order, and
a major new project to bring everyone and everything back in line. Time for project One Voice.
“The reason why is the following. HP has a lot of channel and customer overlap in different businesses, so name recognition and cross- and
up-selling are important. Tech product categories come and go rapidly, too, so it is tough to have a ‘house of brands’ strategy when categories
are converging and diverging regularly. Technology is also a highly globalised business and the offering is very similar around the world. As a result,
there is less need for localised offerings and brands and more efficiency in consistency.”
One Voice was launched to address these issues in January 2003. A cross-company initiative designed to align and streamline marketing
communications, it aimed to help achieve unified world-class integrated marketing communications for HP. The goals were to:
• Ensure all HP communications elements have one common brand look and feel.
• Create consistency, clarity, coherence and predictability in all communications.
• Develop common tools and processes.
• Build on momentum and impact from the brand campaign running at the time.
ment & contribution, results through teamwork, speed and agility, meaningful
innovation, uncompromising, integrity | Brand promise ‘We can help you do that’ |
service and support - even how employees interact with each other.
It stressed that each person in the company plays a crucial role in
shaping customer perception. The next issue, therefore, was to align
all of HP’s activities so that everything its says and does, delivers
on its brand promise and creates the right set of expectations and
perceptions about the brand. In other words, creating a 360-degree
brand experience.
With the teams and structure of the project in place, the company
implemented all advertising and collateral design changes in the new The model for alignment: 360 brand experience
look and feel. This was followed by staff and approved vendor training
on new templates, standards and processes relating to:
• Events and trade shows • Sales force communications Sponsorships Advertising
• Media • Sponsorships
• Photography • Vendor consolidation/ Product Internet/
• Point of sale selection criteria Design Websites