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HP CMO Lucio On Reinventing HP's Brand, Why Diversity Is A 'Business Imperative,' And Helping The Channel Build A Business That 'Stands The Test Of Time'

HP CMO Antonio Lucio tells CRN that HP has been focusing on injecting emotional connections and more of a focus on millennials into its marketing initiatives.

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The Reinvention Continues

HP Inc. is on a tear. Following the 2015 split of Hewlett-Packard that put PCs and printers under HP Inc., the company has adopted "keep reinventing" as a theme both for marketing its products and for transforming its own business. The strategy appears to be working: HP has achieved double-digit sales growth for the past four quarters in its personal systems business, while its printing business has grown in the past three quarters. For HP Chief Marketing Officer Antonio Lucio, that's evidence that the company's reimagined approach to marketing is paying off. The "new" HP has put a high priority on marketing that makes emotional connections with customers and that particularly appeals to millennials, Lucio said in an interview with CRN. In keeping with those themes, HP released commercials over the holidays that focus on the ability of HP products to create unique experiences and to bring families together even amid political differences.

All of the marketing efforts are ultimately bolstering HP's brand and helping channel partners to do more business in selling HP products, Lucio said. "If we're able to build a strong, vibrant, differentiated and preferred brand," he said, "our channel will be able to build a business that stands the test of time."

What follows is a portion of Lucio's recent conversation with CRN.

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