How to make a brand deliver on its promise.
You have a line. Now what?
It’s a common problem. You expend all that effort deciding just what you want to say and then don’t quite know how to say it. You don’t want people (inside the company and outside) to just read that brand promise, you want them to feel it.
It helps to start strong.
HPE’s line was Everything Computes. That’s a strong start. But to introduce it at a 5,000 person conference, a Powerpoint slide wasn’t going to cut it. So we created a manifesto to give the line context (and a video to give it some oomph).
Clarify first. Inspire second.
But there’s no point having all the beautiful visuals in the world if you fail to make the point. So first, we created a clear vision for the future and only then added powerful visual elements and a great actor. Relevance and humanity meets technology. That made the difference.
