HP learns to "Make it matter"

Stephen Whiteside

This event report describes how Hewlett-Packard (HP), the technology company, changed its marketing strategy in order to create a more integrated brand message.

HP learns to "Make it matter"

Stephen WhitesideWarc

When Marty Homlish took up the role of chief marketing officer at Hewlett-Packard (HP) in 2011, he had a clear goal in mind: to spearhead a major shift in its marketing communications.

"The reason I joined HP was because I love the incredible challenge of taking an iconic brand and having the opportunity to transform it; and having the opportunity to dig into the DNA and begin to tell a true authentic story about that brand," he told delegates at BRITE '14, a conference held by the Center on Global Brand...

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