following a vision
In 1995 HP didn’t have any expertise in Consumer Markets, nor Retail Channels. HP operation was based on traditional dealer channels, distributors, etc … A small group of visionaries decided to launch HP as a Consumer Brand, so become a Retail Strategic Partner. We had to learn each specific of the business so create our own tradition.
Since the beginning, HP Consumer launched complete new business model, targetting new customer segments (consumers), new branding elements, new channel strategy, new team skills, etc … Overcoming internal resistance and barriers, we defined a full set of new business practices. We change our focus from traditional office users to young consumers, using disruptive messaging and positioning. Transitioning from “useful” to “cool”. The result was to achieve absolute Brand leadership