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Tom Marin

Building Brands

By Tom Marin

About Tom

Tom Marin is the managing partner of and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.


HP’s New Global Marketing Campaign

HP’s new “Everybody On” global marketing campaign celebrates how people around the world are using HP technology to pursue their personal and professional passions. Are they discovering this now or are they revealing a new trend? After reading and listening to the campaign, it looks like both.

The entire campaign is spread across many different types of media—including print, broadcast, online and social media—and builds on the theme: “The Computer is Personal Again.”

HP Product Innovations

“The Everybody On” campaign includes a broad range of solutions—from computers to mobile devices and printers—and explains how technology connects people to their passions. HP’s new TouchSmart PC (available at an attractively low price point) demo shows off its touch screen with graphics, music, audio, animation, photos, etc., all of which is very cool.

Richard Gerstein, senior vice president, Strategy and Worldwide Marketing, Personal Systems Group, HP said, “Five years ago, the personal computer was the center of one’s connected life, while today people are at the center and their technology—across smartphones, tablets, PCs and cloud services—needs to provide seamless connectivity to what is important to them.”

During the 53rd Annual GRAMMY Awards telecast on Feb. 13, HP unveiled the first in a series of TV spots that highlight personal passions and the HP technology that enables them. The first spot featured 13-time Grammy Award winner Alicia Keys sharing her passion for music and the importance of her audience hearing her songs exactly as she recorded them.

The commercial featured HP notebook PCs with Beats Audio—an award-winning technology solution exclusive to HP that was built in collaboration with artist and producer Dr. Dre and Jimmy Lovine, chairman of Interscope Geffen A&M Records and Beats co-founder, to produce studio-quality sound on a computer.

This year, the GRAMMY Awards telecast featured the new HP TouchPad, the first HP webOS tablet, displaying what’s coming up next in the show in some CBS/GRAMMY on-air bumpers leading into commercial breaks.

The global marketing campaign was developed in collaboration with agencies Creature, Designkitchen, Edelman, Goodby Silverstein & Partners, McCann Erickson, Omnicom Media Group and Publicis. That’s seven agencies to pull off one integrated marketing campaign.

Obviously, HP is interested in leading the industry with its new products and taking advantage of the integration of media that has been exploding during the past few years including touchscreen, tablets and related cloud services. Time will tell how effectively this campaign resonates in the market.

 Tom Wants to Hear Your Branding Issues:
If you are a printing company, or product/services company serving the industry, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.

Follow MarketCues on Twitter for branding and social media tips, as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit How can he help solve your branding issues?

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