Marketing To Personal Identity

By Author: John Tang
Total Articles: 512
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Variety and creativity plays a huge role in marketing. It's very important to think outside the box and observe different cross industry opportunities as the business grows and the market expands. Consumers are not satisfied with products that have only a couple of features anymore. They want innovation and they seek creativity.

Hewlett-Packard is utilizing the fashion industry in order to market their new and vibrantly redesigned laptops. Fashion designer Vivienne Tam crafted everything from the laptop's outward appearance to the internal component designs as well. Keeping up with the fashion theme, Hewlett-Packard will be strategically advertising the laptops in the form of a fashion show.

Hewlett Packard's collaboration with fashion designer Vivienne Tam in designing their new line of laptops is a remarkable product innovation. Traditionally, Hewlett Packard's laptops have provided fairly good services to its consumers but have generally not been distinct amongst their competitors as far as visual appearance and color. Now with the brilliant talent of Vivienne Tam, HP laptops will soon stand out superiorly from ...
... other rival companies. Tam has designed these laptops a deep-red in color along with accents of pulsating and luminous flowers. The dimension of the laptop is unlike any other that is currently on the market. Its size is being compared to that of a clutch style purse. This high-fashion collaboration isn't limited to just the appearance of the laptop alone; it will be advertised through the use of runway models proudly displaying it as they strut down the catwalk. This innovative use of the fashion industry is a unique way to market their new laptops. Apart from the new eye catching designs, potential customers receive the opportunity to view these laptops in the form of an entertaining fashion show, not simply in a traditional display case in an electronic store. The form in which these laptops will be created and marketed clearly shows it's not directed at everyone. These new laptops are basically designed to target women who, in particular, desire a small and trendy laptop, which is also affordable. This type of design and method of advertising is a part of HP's target marketing strategy. They are seeking out ways to catch women's attention through the use of the fashion industry, which could certainly prove favorable.

This colorful example of co-brand expansion (Vivienne Tam & Hewlett-Packard) is the realization that personal computing has become a standardized commodity as far as performance (GHz, memory, size, etc.) goes, and marketers know the next level of personal computing must be sold on image-based concepts. The deep-red computers appeal to brand personality and self-expressive benefits. Apple's Ipod was a pioneer of brand identity in 21st century computing, and white ear buds everywhere are more than listening devices, they are unmistakable symbols of the profits deemed from excellent branding. Hewlett-Packard has realized that super-fast, large memory GHz laptops will take their profits only to a bridge so far, and thus sub-culture identities must be established to conquer these ‘new-found' markets. HP started this trend when they marketed their laptops with ‘trendy' celebrities like rapper Jay-Z, pop singer Gwen Stefani and snowboard/skateboarder Shaun White. Now they target the woman/fashionable/professional demographic, which for the first time has laptops styled to their lifestyle. This trend of co-branding in electronic devices will only continue as Apple and now HP realizes the profitability that comes with excellent product performance parlayed with personal identity.
Optimum7.com is an Internet Marketing Services Company with primary focus on Small and Mid-Sized Enterprises (SMEs). Optimum7.com offers a rich consultative approach that our clients find refreshing. We actually listen to our clients to learn exactly what their problems and objectives are. Through a proven process, we collaborate with our clients to truly understand where they are and where they want to be next month, next year, and in 5 years. Marketing to Personal Identity.