Thursday, September 1, 2011

HP’s Valuable Lesson « Building Strong Brands

I love Professor Calkin's Marketing Blog.

HP’s Valuable Lesson « Building Strong Brands:

"When it comes to marketing strategy, there are three critical steps. The first step is developing a powerful strategy. The third step is executing well. The second step, however, is sometimes overlooked: selling the plan.

HP CEO Leo Apotheker recently demonstrated why selling the plan is so important. On August 18, HP announced that it was embarking on a bold new strategy, exiting the PC business and acquiring a major UK software company.

One can debate the merits of the plan, but HP clearly did a terrible job of selling it. Business analysts quickly attacked the moves and investors fled."