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02 Branding David Greely


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02 Branding David Greely

  1. 1. Branding The Brand David Greely HP Corporate Marketing Brand Strategy & Management
  2. 2. A brand is not….. <ul><li>A logo </li></ul>An identity A product
  3. 3. A brand is… Source: Marty Neumeier, “The Brand GAP”
  4. 4. The purpose of a brand <ul><li>A brand defines the relationship our customers have with us </li></ul><ul><li>A brand is a promise we make to our customers—and to ourselves </li></ul><ul><li>A brand is shaped by each experience customers have with us </li></ul>
  5. 5. Why brands matter <ul><li>Strong brands drive price premiums </li></ul><ul><li>Companies with strong brands can expect to have a higher employee commitment to their firm </li></ul><ul><li>A strong brand can out perform the market in strong economic times and protect you in weak times </li></ul><ul><li>For technology companies with strong brands 1/3 of the value can be attributed to the brand </li></ul>
  6. 6. Brand: Building the foundation
  7. 7. Brand strategy & promise <ul><li>The core benefits you offer customers </li></ul><ul><li>Your differentiators: what makes you unique </li></ul><ul><li>Your character: personality traits </li></ul><ul><li>Your brand promise </li></ul><ul><li>What you stand for </li></ul>
  8. 8. The HP brand
  9. 9. 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
  10. 10. Brand strategy and brand promise <ul><li>Customer benefits… </li></ul><ul><ul><li>Reliability </li></ul></ul><ul><ul><li>Choice and flexibility </li></ul></ul><ul><ul><li>Reduced complexity and simplified use </li></ul></ul><ul><ul><li>Superior return on technology </li></ul></ul>
  11. 11. Brand strategy and brand promise <ul><li>Our differentiators… </li></ul><ul><ul><li>Collaborative relationships </li></ul></ul><ul><ul><li>Our people </li></ul></ul><ul><ul><li>Our technology </li></ul></ul><ul><ul><li>Global reach </li></ul></ul><ul><ul><li>Global citizenship </li></ul></ul>
  12. 12. Brand strategy and brand promise <ul><li>Our character… </li></ul><ul><ul><li>Optimistic </li></ul></ul><ul><ul><li>Dynamic </li></ul></ul><ul><ul><li>Human </li></ul></ul><ul><ul><li>Inventive </li></ul></ul><ul><ul><li>Trustworthy </li></ul></ul><ul><ul><li>Quality-driven </li></ul></ul>
  13. 13. Brand strategy and brand promise <ul><li>Our brand promise… </li></ul><ul><ul><li>“ Vital technology for business and life” </li></ul></ul>
  14. 14. Brand strategy and brand promise <ul><li>What HP stands for… </li></ul><ul><li>Invent </li></ul><ul><ul><li>Technology applied to make a meaningful difference. </li></ul></ul>
  15. 15. 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. <ul><li>Vital technology for business and life </li></ul><ul><li>Because it makes a real contribution – and you can’t imagine working or living without it. </li></ul><ul><li>Because it’s been invented by people with deep technical prowess, know-how, and track record. </li></ul><ul><li>Because it’s fully woven into business and life – it empowers. </li></ul><ul><li>Because it’s built on the belief that technology should be for everyone. </li></ul>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.
  16. 16. 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 <ul><li>It’s easy to get my work done </li></ul><ul><li>We have motivating leaders who truly empower us to act </li></ul><ul><li>It’s easy to collaborate and work across the organization </li></ul><ul><li>HP’s a special and unique culture that i love being part of </li></ul><ul><li>HP’s easy to do business with </li></ul><ul><li>HP consistently meets their commitments to me </li></ul><ul><li>HP employees always go the extra mile for me </li></ul><ul><li>HP’s a company committed to me and my success </li></ul>Trustworthy Quality-conscious Inventive Human Optimistic Dynamic = everything is possible
  17. 17. The HP brand evolution: The 360º brand experience <ul><li>We have clear brand objectives and brand and business strategies in place to achieve these objectives </li></ul>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
  18. 18. 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
  19. 20. Closing thoughts
  20. 21. “ 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