I had set this aside months ago – when I first saw it – so that I could do a proper write it up. Unfortunately Armin Vit at Brand New beat me to it, writing it up twice(!) a couple of weeks after I first saw it. Nevertheless, this rebranding project is worth sharing, and I’m sure you’ll appreciate it as much as I did.
Moving Brands has really pared down its original case study from what I saw up there, which is a shame. That’s not to say I don’t understand – it kind of blew up for a while there, and the brand manager at HP probably had a few sleepless nights over all the hubbub. This kind of work is usually kept pretty close to the chest, and I’d guess HP is feeling a little exposed.
Nonetheless, the work that was available is really, enviably nice. Here’s a small handful of shots that I grabbed before they disappeared. Hopefully if someone from either HP or Moving Brands sees this, I won’t get into too much trouble.
If you haven’t seen Rapaille’s appearance on Frontline, it’s well worth a look. He has some fascinating and insightful conclusions about the way people think and feel about some everyday topics, but it’s his view about focus groups that really stands out in my mind: No one is giving you honest answers, they’re too busy showing you how smart they are.