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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

By August 2003, HP employees and approved vendors were HP brand


Public Direct
promise
being trained on the new templates, standards and processes relating Relations Marketing
to the website, while in September/October 2003 it was time for
new templates, standards and processes relating to channel com­
Point of Sale Collateral
munications, direct marketing, packaging and vendor consolidation
Trade Shows Packaging
and selection criteria. Training methods included face-to-face
& Events
sessions, virtual classroom, pre-recorded sessions and web-based
Sales force comm.
training.

When all is said and done… Customer segment brand position


It’s time to start again. HP has recently started One Voice 2 to further How we uniquely deliver on the HP brand promise
fine-tune the first version. Nevertheless, One Voice achieved exactly as applied to each of our customer segments
what it was looking to do: create a homogeneous HP and a (hugely)
powerful brand. HP is now the world’s largest IT company, with a Application of our brand attributes, by segment
revenue of USD 91.7 billion in fiscal year 2006. It’s brand promise is Our characteristics which uniquely support the
unequivocal: ‘We can help you do that’. brand positioning
Because HP builds true partnerships with customers, and HP’s work
always begins with the customers’ goals and challenges Application of our brand style, by segment
Because HP is straightforward in all that it does, because it respects How we’ll express the customer segment - specific
people and delivers clear value to them attributes of the HP corporate brand in every way
Because HP believes in their customers’ aspirations, and HP is we touch the customer
confident in its ability to help make them real.
Vehicles
Because effective garden management is an art. Tangible expression of our position in the market
Coolbrands: Inge in discussion with Jeroen Coenen
70

Hewlett-Packard One for all, all for one

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.

Taming the giant


One Voice. HP as monolithic monobrand. Why, apart from the reasons mentioned above? Jeroen Coenen, Coporate Marketing Manager HP
Netherlands: “The HP brand strategy is derived from our business strategy and has been formulated within the context of our brand history. It aims
to create one strong HP brand that represents all our activities. In other words a single brand name that is used to ‘masterbrand’ all products and
services in a range.”
advertising media All media

“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

• Develop solutions in highly collaborative style, with no preconceptions or biases.


Target group people, businesses and communities around the world | Primary
(fiscal year ’06) | Brand values passion for customers, trust & respect, achieve-
CEO Mark Hurd | Number of employees 156,000 | Company turnover €91.7b

innovation, uncompromising, integrity | Brand promise ‘We can help you do that’ |

Be gone cacophony, enter harmony


To help accomplish One Voice’s goals, a number of ‘tiger teams’ were formed, consisting of a blend of business group, region and corporate employ-
ees. Teams focused on the look and feel elements to ensure brand alignment, process improvements and marketing reinvestment opportunities. Each
tiger team focused on its respective discipline, such as advertising, the website, public relations or the user interface to name a few.
With the work of these tiger teams, the brand strategy was to shape everything HP does, from advertising to product design, from sales to customer
71

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

By August 2003, HP employees and approved vendors were HP brand


Public Direct
promise
being trained on the new templates, standards and processes relating Relations Marketing
to the website, while in September/October 2003 it was time for
new templates, standards and processes relating to channel com­
Point of Sale Collateral
munications, direct marketing, packaging and vendor consolidation
Trade Shows Packaging
and selection criteria. Training methods included face-to-face
& Events
sessions, virtual classroom, pre-recorded sessions and web-based
Sales force comm.
training.

When all is said and done… Customer segment brand position


It’s time to start again. HP has recently started One Voice 2 to further How we uniquely deliver on the HP brand promise
fine-tune the first version. Nevertheless, One Voice achieved exactly as applied to each of our customer segments
what it was looking to do: create a homogeneous HP and a (hugely)
powerful brand. HP is now the world’s largest IT company, with a Application of our brand attributes, by segment
revenue of USD 91.7 billion in fiscal year 2006. It’s brand promise is Our characteristics which uniquely support the
unequivocal: ‘We can help you do that’. brand positioning
Because HP builds true partnerships with customers, and HP’s work
always begins with the customers’ goals and challenges Application of our brand style, by segment
Because HP is straightforward in all that it does, because it respects How we’ll express the customer segment - specific
people and delivers clear value to them attributes of the HP corporate brand in every way
Because HP believes in their customers’ aspirations, and HP is we touch the customer
confident in its ability to help make them real.
Vehicles
Because effective garden management is an art. Tangible expression of our position in the market

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