Promotion
In 2002, HP launched a major global brand campaign with the tagline, “Everything is Possible.” It’s more than a slogan — it’s been a company credo for more than six decades. Today, HP operates on the belief that the future is never made by cynics and doubters. It is only made by people who believe that everything is possible.
To communicate this message, HP launched a new cross-company initiative, Operation One Voice, to align and streamline all marketing, communications, user interfaces, and product design to help achieve a world-class integrated brand for HP. It also instituted 22 “tiger teams” to help implement a new look and feel as well as process improvements across HP’s marketing and communication mix, extending to every customer touchpoint and all expressions of the company, resulting in a 360-degree branding experience. The “Everything is Possible” campaign was recently named 2003 Campaign of the Year by Creativity magazine.
