- Hewlett-Packard
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Hewlett-Packard continues to live up to its promise to invent useful technologies in personal computing, digital imaging and printing products. When HP invented a revolutionary direct disc labeling technology, in association with a marketing strategy that mandated it not be branded under the HP name, but instead be branded and licensed as an attribute feature in computer and media storage products worldwide, we were presented a unique challenge.
PULL began by developed the strategic positioning for this attribute brand that clearly differentiated it from other disc labeling alternatives. We then invented the verbal and visual brand identity system that enabled licensees of the technology to properly identify their products as having this embedded labeling capability. Additionally, we developed all the market launch communications targeted to consumers and to potential licensee companies interested in early adoption of this technology in their products. Introduced at CES 2004, to industry accolades, it continues to be one of HP's most successful products.
