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'

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How has this work ended up improving things for channel partners?

In one of the first screenings that I attended, at one of our annual events where we have our channel partners, at panel after panel they were saying, 'We need our customers to love your brand. We need more and better demand generation. We need your communication to showcase all the wonderful and differentiated benefits that your products actually have.' So, by bringing communications that resonate emotionally with the consumer or with our commercial customers, it actually helps drive the revenue of the channel. So we heard that loud and clear two and a half years ago, and we've been working very hard to ensure that it works. And when you take a look at things like Net Promoter Score, as well as the strength of the brand, those numbers will indicate that we are moving the brand in the right direction. ...

The mission of the marketing function within HP and more broadly is to ensure that we are building a brand that stands the test of time. It is not because we want to build a brand for the sake of building a brand, it's because we want to build a business that stands the test of time. And what we know is that if we're able to build a strong, vibrant, differentiated and preferred brand, our channel will be able to build a business that stands the test of time.

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