Discovering who loves your brand the most and focusing on the needs of that person

We conducted an advanced analysis of the marketplace and HP’s product/service attributes versus key competitors.  As a result, we saw that HP’s profit would be enhanced by focusing on the needs and attitudes of a type of customer called the “Service Seeker.”

The Service Seeker is someone who is extremely demanding about on-time deliveries and promises made with regard to equipment service.  He simply will not tolerate broken promises.  These expressed needs played to HP’s historical strengths versus competitors.