Hewlett-Packard
Technology Products
Hewlett Packard
Brand Strategy / New Product and Brand Development
When HP invented a new direct disk labeling technology, we invented a new global attribute product brand.
Overview
Hewlett-Packard continues to live up to its promise to invent useful technologies in personal computing, digital imaging and printing products. HP invented a revolutionary direct disc labeling technology that enabled users to burn silk-screen quality CD labels right from the computer’s disc drive.
Challenge
The business and marketing strategy mandated this technology be branded under a new tradename targeted to OEM companies who would license the technology and embed it into their computer and media storage products. As a result, we were challenged to develop a strategic positioning for this technology that consumers and OEM’s would perceive as the defacto standard for direct disc labeling.
Innovation
Through discovery, we gained insight into the primary motivations behind consumers preferred methods of labeling their media content. Through this learning, we recognized self expression was a motivating factor for users to share their music and video assets on CD or DVD. From that learning, we crafted a differentiated product positioning that set a new standard for media labeling other disc labeling alternatives could not accomplish. Providing a professional silk screen quality printed effect directly on the disk surface deeply resonated with consumers who archive and share their favorite pictures and music with friends.
Based on this positioning, we developed the tradename and designed the visual brand identity system. Included in the identity development, we created a comprehensive design management system to enable consumers to properly identify computer and media storage products having this embedded feature. Additionally, we planned and developed all the marketing communications targeted to OEM licensee companies interested in early adoption of this technology in their products. Now known throughout the industry as LightScribe Direct Disk Labeling, it continues to be one of HP’s most successful product introductions. You’ll find LightScribe enabled disk drives and media storage products represented by nearly every major brand throughout the world.
