HP message to Cannes: Brand purpose drives enterprise

Stephen Whiteside

HP, the technology company, is leveraging the power of purpose as a fundamental component of its strategy in various areas of its business.

Antonio Lucio, global chief marketing and communications officer at HP, is elevating brand purpose from a consumer-engagement tool to a true business prerogative.

Why has this discipline become so significant for the Palo Alto, California-based tech manufacturer? In part, because HP understands it needs a way to identify strategic priorities in a competitive marketplace. Equally important, though, is the need for principles that can steer an enterprise’s response to controversial debates among consumers, who increasingly expect that corporations will embody a meaningful set of values.

“I believe that [purpose] has become more important than ever. The only way you’re able...

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