Hewlett-Packard Company: Built By Engineers, Used By Ordinary People campaign

Susan Steiner

In early 1996 the Hewlett-Packard Company began to rethink its role in the electronics products industry.

Hewlett-Packard Company: Built By Engineers, Used By Ordinary People campaign

Susan Steiner

OVERVIEW

In early 1996 the Hewlett-Packard Company began to rethink its role in the electronics products industry. Undisputedly the market leader for printers and other electronic products, Hewlett-Packard (HP) nevertheless saw the competition at its heels. Even more important, as technology became more "personalized" and accessible to the average person, the company was not sure it could rely solely on its history as a purveyor of electronic goods to businesses and institutions.

Hewlett-Packard turned to the San Francisco advertising firm Goodby Silverstein & Partners to create an ad...

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