contentS > how we taLk > brand poSitioninG back forward Skip to next chapter 70 Brand positioning 4.1 What we do Our company-wide positioning: Positioning is the tool we use to express what Simplifying your technology experiences we would like to be known for—the things that HP does—and how we want customers “Simplifying” expresses to think and feel about us. Our company-wide how customers benefit hp’s unique opportunity positioning reflects both our unique focus and the from our technologies, for differentiation is value and benefit we provide to our customers. products and services. in emphasizing the experiences we deliver It differentiates us from our competition. And it the idea of “simplifying” through our products creates a basis upon which all of our business applies to the experiences and services. groups can layer their specific positioning and customers have with our technology—never the it takes products and messaging platforms. technology itself. services like ours—ones that are sophisticated and Positioning is used internally as a basis for powerful—to make the messaging. While our company-wide positioning overall experience more will evolve over time, it will always align directly simple and manageable. with our brand promise of “We can help you do that.” Our brand promise focuses on the results customers can achieve with HP technology, not the technology itself.