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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Your emphasis on emotional connection is pretty strong in some of your recent commercials. What are you hoping people will take away about HP from them?

What you saw are what we call top-of-funnel communications, which are aimed at generating awareness of a product category. And to do it within the context of relevant emotional territories. Then, throughout that journey, we will hit that same customer that already clicked on those beautiful films with more rational [appeals]. And then we will hopefully encourage them to click to buy in our channel's network. The two films that you saw for the holiday period are aiming at leveraging two very important pieces of insight. On the personal system one, which is the young woman who is creating this wonderful environment for the little girl in front of her house, it's that millennials are beginning to get tired and bored of the algorithm-based life that they're living in the digital world. ... This whole notion [that] everything is very predictable is something that they're getting tired of. They're craving a sense of wonder, surprise, magic. They see themselves as makers of these wonderful experiences. So what that film did is, [it showed an HP] personal system being used to actually create an experience full of wonder for this little girl, which was magical.




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