Hewlett-Packard is trying to become more focused by dividing itself in half. But dividing isn’t so easy. It is messy legally, corporately and mentally. The lawyers can separate the assets, but how to you separate the companies in the mind? One way is with the name, another way is with a visual. But the new logo for Hewlett Packard Enterprise is empty and boring. Is the rectangular shape supposed to be a server? If so, it would seems to position them as just another boring computer consulting company.
Archive for category: Keys to Success
Steve Jobs was a rebel who didn’t go about life or work in the normal way. He dropped out of college, was a fruitarian for a time and was often called an arrogant, obnoxious, weirdo. Being a rebel, however, wasn’t the secret of Steve Jobs. In our youth-obsessed culture, rebels are a dime a dozen. Steve Jobs was a technology genius. But being a technology nerd wasn’t Job’s secret either. Silicon Valley is filled with brilliant technology nerds. Steve Jobs was a design genius. He was obsessed with creating tools that were not just good but beautiful. But being a design genius wasn’t the secret of Steve Jobs either. The world has many great rebels, great technology geeks and great designers. What made Steve Jobs so unique was his supremely-gifted marketing ability.
These days marketers are going in exactly the wrong direction. The recession has caused a lots of companies to panic. And when companies panic, they print coupons and throw up sale signs. Look in your mailbox, your email inbox or your newspaper and you will see what I mean. Everybody is having a sale.But does this coupon-sale-discount strategy work? Coupons and discounts do one thing every well. They teach consumers that your regular prices are too high. A lesson consumers learn very quickly. Once they think your regular prices are too high, they won’t buy from you until given a discount. And desperate companies are too quick to oblige.
Too many non-profit leaders think it is either shallow or useless to spend either time or money on branding. Nothing could be further from the truth. Branding is the key to success no matter if you are selling sneakers or helping the homeless. Read how Kate's Club has built it's powerful non-profit brand.
If your brand doesn’t have a visual difference it is going to be very difficult to create excitement. Shock and surprise is what generates excitement. And excitement is what build's a brand. You need to stop consumers in their tracks to say “What is that?!” Sometimes a visual difference is a natural part of the product; at other times you need to exaggerate or create a difference. With Vibram FiveFingers, the difference is shocking and easy to see. It's the toes.