IT brand seeks relationship: as the newly merged HP Invent steps away from traditional IT branding by using partners to convey its new corporate identity, Joanna Doonar examines if the message is clear, or has the rebrand gone a step too far? (HP Invent).

Brand Strategy, July, 2003 by Joanna Doonar

Shrek is everywhere--on high street billboards, underground posters and he's even occupied the huge advertising spot (formerly fronted by Gap) at Britain's busiest railway station, Clapham Junction. But this is not an advert for Shrek nor for Dreamworks, the film's producers. This is part of the latest marketing push by HP Invent (HP), formerly known as Hewlett-Packard.

HP is currently undertaking its biggest rebrand ever following its merger with Compaq in May 2002. Global marketing spend is due to reach $400m (256m [pounds sterling]) this year, so it's no surprise that the ads seem to be grabbing everyone's attention. In a sector worth a staggering $2.1 trillion (1.25tn [pounds sterling]) dominated by brands such as IBM and Oracle, HP has historically been one step...