Twenty years ago I sat in an Auckland restaurant where a visiting Hewlett-Packard executive admitted his company wasn’t good at marketing. He told me if the company had invented sushi, it would have sold it as “cold, dead fish”.
At least one of the CEOs in the past two decades has a marketing background. And yet the company is still poor at communications.
I recently wrote about HP’s ElitePad 900 in NZ Business magazine. It is a great product. We like to use images in the magazine to help readers see what a product looks like. I stole the one at the top of the page from HP’s website. It does the job nicely showing what the Elitepad looks like in use.
Below is the official press photograph sent by HP’s public relations team. Apart from the annoying, crass, hard sell , it doesn’t give a clue about the device’s size or how it might be used in practice.
HP still hasn’t got to first base on marketing.