HP can span business and consumer brands, but has to decide if that is optimal. They used to do this in the early LaserJet consumer days Ė their business brand carried the consumer goods.
But today, HPís biz customers are losing brand faith and HP is not adapting to the commoditization of their business line products. IT buyers see no differentiation, and the old brand loyalty HP had has all but disappeared.
As HP business products get driven into commodity status, they have to create (revive) a brand that revolves around services and solutions, which is becoming the IT demand point.
Guy Smith, Principal, Silicon Strategies Marketing - March 7, 2005