A New HP: So Close, Yet So Far Away

Established in 1939 by Bill Hewlett and Dave Packard, HP (shorthand for Hewlett Packard, just for the record) is, as it describes itself a “technology company” selling consumer products for printing (shipping more than 1 million printers a week!), personal computing (48 million units a year), and software, as well as offering IT infrastructure and other related services. Ranked 11 in the Fortune 500, HP counts with 324,600 employees across 170 countries and generated $127.2 billion in revenue in 2011. Clearly, HP is big but, also, it lacks that je ne sais quoi that transforms a massive company into a revered brand like, oh, I don’t know, Apple. With the help of Moving Brands, HP hopes to transform its perception and introduce a whole new way of portraying the company. May