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BUILDING BRAND CONSENSUS & CONSISTENCY
Cita worked closely with the HP Workgroup Networks Division in the launch of the HP ProCurve hubs and switches line. In order to build internal consensus on the positioning, Cita began by facilitating a strategic marketing workshop with 90 engineers and marketing professionals. This team building session was followed by a series of smaller brand building workshops to clarify the verbal brand platform.
The "Less Work, More Network" campaign slogan was developed to deliver the brand promise. Cita then developed an advertising kit, CD-ROM and collateral to build the brand and create global brand consistency worldwide.
The General Manager of the HP division stated that he was impressed with Cita's branding process and her ability to build consensus.
