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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What role do you think brands like HP have to play during a polarized period in the U.S.?

We believe that brands can transform culture. There is a huge opportunity for channel partners and big brands in capturing a need, which is [that] customers want their brands to be reflecting values. … In this moment of fragmentation and extreme polarization, where politicians around the world can win elections by preaching into the base and creating division, they can afford that because they run only every four or six years. When you're a big brand, or you're running a business like the channel, that earns their trust and preference every day, you can not afford to do that. You have to preach to those values that unite us as human beings. And I believe that standing for those values will be an amazing opportunity for ourselves, for our channel, to build businesses and brands that stand the test of time.




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