Hewlett Packard: How communications helped make HP personal again

In 2005 HP was struggling following its merger with Compaq, and there was speculation it might even exit the PC marketing business altogether. In response, a communications campaign was launched which aimed to give consumers a different way of looking at the brand, by making both the PC and HP personal again. As a result, HP recaptured its place as the number one PC brand in the world and connected to a new consumer demographic: the 18-35 year old PC buyer