HP message to Cannes: Brand purpose drives enterprise

HP, the technology company, is leveraging the power of purpose as a fundamental component of its strategy in various areas of its business.

Antonio Lucio, global chief marketing and communications officer at HP, is elevating brand purpose from a consumer-engagement tool to a true business prerogative.

Why has this discipline become so significant for the Palo Alto, California-based tech manufacturer? In part, because HP understands it needs a way to identify strategic priorities in a competitive marketplace. Equally important, though, is the need

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands