As Marco Arment notes, this rebranding effort is... HP’s proposed rebrand. Moving Brands - a global branding company. Moving Brands worked with HP as their lead creative agency to set a vision for the brand for the next ten years.
The ambition was to transform the world’s largest technology company into the world’s most powerful brand; a blueprint of a brand built for the moving world. When we began working with HP in 2008, their offer was unparalleled, with the broadest portfolio of all their competitors. From services to servers, printing to networking, storage to mobility and far beyond, HP have lead the market in almost every category in which they operate. However, after over 50 acquisitions in five years, the business had lost its forward-leaning culture, and the once iconic brand was deemed “dull” and “lifeless” by consumers and business customers alike.
The power of the portfolio could only be fully leveraged by aligning it behind a compelling vision. A New HP: So Close, Yet So Far Away. Established in 1939 by Bill Hewlett and Dave Packard, HP (shorthand for Hewlett Packard, just for the record) is, as it describes itself a “technology company” selling consumer products for printing (shipping more than 1 million printers a week!)
, personal computing (48 million units a year), and software, as well as offering IT infrastructure and other related services. Ranked 11 in the Fortune 500, HP counts with 324,600 employees across 170 countries and generated $127.2 billion in revenue in 2011. Clearly, HP is big but, also, it lacks that je ne sais quoi that transforms a massive company into a revered brand like, oh, I don’t know, Apple.
With the help of Moving Brands, HP hopes to transform its perception and introduce a whole new way of portraying the company.