Cookies help us display personalized product recommendations and ensure you have great shopping experience.

By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    sales and data analytics
    How Data Analytics Improves Lead Management and Sales Results
    9 Min Read
    data analytics and truck accident claims
    How Data Analytics Reduces Truck Accidents and Speeds Up Claims
    7 Min Read
    predictive analytics for interior designers
    Interior Designers Boost Profits with Predictive Analytics
    8 Min Read
    image fx (67)
    Improving LinkedIn Ad Strategies with Data Analytics
    9 Min Read
    big data and remote work
    Data Helps Speech-Language Pathologists Deliver Better Results
    6 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-25 SmartData Collective. All Rights Reserved.
Reading: Redesigning the HP Brand
Share
Notification
Font ResizerAa
SmartData CollectiveSmartData Collective
Font ResizerAa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > IT > Hardware > Redesigning the HP Brand
HardwareNew Products

Redesigning the HP Brand

RobertPassikoff
RobertPassikoff
5 Min Read
SHARE

–>

–>

There’s a much-watched You Tube bit by comedian Louis C.K. about someone making a mobile call, who pushes the phone’s “call” button and becomes immediately impatient about how long it takes to get connected. Louis screams, “Give it a second, it’s going to space! Can you give it a second to go to space?” It’s a wonderful example of what’s happened to consumer expectations and how consumers’ hearts and minds really work when it comes to evaluating brands. Especially technology brands.

 
Consumers aren’t always able to rationally articulate needs, desires, or expectations. Nor are they able to assess brands on a purely rational basis. They just aren’t. But they do know what they want, and they recognize something that meets their expectations when they see it. It strikes an emotional chord. Zing! go the strings of their hearts – and shortly thereafter, their purses.
 
This thought came to mind when we read recently that Meg Whitman, CEO of Hewlett-Packard, as part of her plan to defend HP’s position as the world’s largest pc maker (at least, currently), was taking steps to make the brand a real rival to Apple. And where was she going to take on Apple. Why when it came to product design! No really. Design.
 
We think that it’s fair to say that Apple has both its supporters and its detractors, but the one thing in which virtually all consumers can agree, is when it comes to aspects of beautiful, organic design of technology, Apple is, well, at the top of the technology tree. It’s where their brand equity lies. Brand Keys defines “brand equity” as the degree to which a brand is able to emotionally and rationally meet expectations consumers hold for a category. And when a brand is able to exceed those expectations, we call it “core brand equity,” and – no surprise – design is the category driver in a number of technology categories where Apple’s core brand equity lies. You might say it’s the core of the Apple brand.
 
Anyway, Ms. Whitman talking about HP recently said, “I don’t think we’ve kept up with the innovation. The whole market has moved to something that is more beautiful.” Gee, you think? There isn’t a big demand for clunky and boxy stuff with the H-P logo on it? Memo to Ms. Whitman: THIS IS NOT A NEW PHENOMENON! Over the past 16 years we’ve tracked category drivers and customer expectations, expectations have increased by about 24% in virtually all categories, in virtually all aspects of what actually drives engagement, loyalty, and profitability. More in technology categories, including “pc’s.” And especially as it relates to design.
 
So not only can we take a look at how a brand keeps up with category expectations overall, but we can look at individual category engagement drivers – like, say in the computer category – the very first driver (which not-so-coincidentally has the highest levels of consumer expectations), Innovative Design. And here’s how the top-5 brands measure up to what consumers expect regarding that driver, the category Ideal being 100%:
 
  1. Apple  92%
  2. Samsung  88%
  3. Asus   87%
  4. Toshiba   85%
  5. Lenovo   84%
 
Where’s HP? You’ll find them at #10 (of 11 brands on the current list) and meeting consumer expectations regarding Innovative Design at only 78%.
 
So HP has reorganized and expanded its design team and is hard at work. But two things compound the difficulty of this effort. First, there’s the consumer, whose expectations are never constrained by corporate promises and are growing as we write this, and second, by the increased adoption of smartphones and tablets, delivering against expectations – in some cases creating expectations – are making the concept of the pc redundant.
 
When it comes to product design it’s been said that people ignore designs that ignore people. Or, more aptly put from a loyalty and engagement perspective, people ignore brands that don’t take into account people’s real expectations.
 
And by now, brands that do that, should pretty much know what to expect regarding sales, revenue, and share.
 
Share on Facebook
TAGGED:design innovation
Share This Article
Facebook Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

sales and data analytics
How Data Analytics Improves Lead Management and Sales Results
Analytics Big Data Exclusive
ai in marketing
How AI and Smart Platforms Improve Email Marketing
Artificial Intelligence Exclusive Marketing
AI Document Verification for Legal Firms: Importance & Top Tools
AI Document Verification for Legal Firms: Importance & Top Tools
Artificial Intelligence Exclusive
AI supply chain
AI Tools Are Strengthening Global Supply Chains
Artificial Intelligence Exclusive

Stay Connected

1.2kFollowersLike
33.7kFollowersFollow
222FollowersPin

You Might also Like

ai is changing both product and UX design
Artificial Intelligence

Both Product Designers & UX Designers Leverage AI for Optimal Results

8 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

ai chatbot
The Art of Conversation: Enhancing Chatbots with Advanced AI Prompts
Chatbots
giveaway chatbots
How To Get An Award Winning Giveaway Bot
Big Data Chatbots Exclusive

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-25 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?