<strong> </strong><span style="color: #808080"><strong>Technology Products
Hewlett Packard
Brand Strategy / New Product and Brand Development</strong></span>

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<h1><span style="color: #808000"> </span><span style="color: #808080">When HP invented a new direct disk labeling technology, we invented a new global attribute product brand.</span></h1>
<span style="color: #808000"><span style="color: #ff9900"><span style="color: #808000"><img class="alignnone size-full wp-image-1096" title="hplead" src="/pullinc/wp-content/uploads/2009/01/hplead.jpg" alt="" width="515" height="221" />
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<h2 style="text-align: left">Hewlett-Packard continues to live up to its promise to invent useful technologies in personal computing, digital imaging and printing products. HP invented a revolutionary direct disc labeling technology that enabled users to burn silk-screen quality CD labels right from the computer’s disc drive.</h2>
<h3><strong>Challenge</strong></h3>
<p style="text-align: left">The business and marketing strategy mandated this technology be branded under a new tradename targeted to OEM companies who would license the technology and embed it into their computer and media storage products. As a result, we were challenged to develop a strategic positioning for this technology that consumers and OEM’s would perceive as the defacto standard for direct disc labeling.</p>


<strong><img class="alignnone size-full wp-image-1999" title="lightscribe" src="/pullinc/wp-content/uploads/2009/01/lightscribe1.jpg" alt="" width="515" height="264" /><img class="alignnone size-full wp-image-2001" title="hp-id" src="/pullinc/wp-content/uploads/2009/01/hp-id1.jpg" alt="" width="514" height="176" /></strong>

<img class="alignnone size-full wp-image-1098" title="hpguidline" src="/pullinc/wp-content/uploads/2009/01/hpguidline.jpg" alt="" width="515" height="302" /><strong><a href="/2009/01/pull_case_study_hp.pdf"></a></strong>
<h3><strong>Innovation</strong></h3>
Through  discovery, we gained insight into the primary motivations behind  consumers preferred methods of labeling their media content. Through  this learning, we recognized self expression was a motivating factor for  users to share their music and video assets on CD or DVD. From that  learning, we crafted a differentiated product positioning that set a new  standard for media labeling other disc labeling alternatives could not  accomplish. Providing a professional silk screen quality printed effect  directly on the disk surface deeply resonated with consumers who archive  and share their favorite pictures and music with friends.

Based on this positioning, we developed the tradename and designed  the visual brand identity system. Included in the identity development,  we created a comprehensive design management system to enable consumers  to properly identify computer and media storage products having this  embedded feature. Additionally, we planned and developed all the  marketing communications targeted to OEM licensee companies interested  in early adoption of this technology in their products.
<h3><strong>Business Outcome</strong></h3>
<strong>Now known throughout the industry as LightScribe Direct Disk  Labeling,  it continues to be one of HP’s most successful product  introductions. You’ll find LightScribe enabled disk drives and media  storage products represented by nearly every major brand throughout the  world.</strong>

<strong><a href="/2009/01/pull_case_study_hp.pdf"> Download HP Case Study</a></strong>