Meg Whitman, who is the CEO of Hewlett Packard Enterprise, it seems to me, doesn’t have a marketing bone in her body. She is amazingly successful and a brand unto herself, but marketing is not a major care-about for her. If she cared she would have fought harder to keep HP together and invest into the PC and printer businesses. (Are you reading this on a PC? Is it 6 feet from your HP printer?) Instead she split the company and took control of something called Hewlett Packard Enterprise, a huge battleship of a company with a stodgy, clunky brand, positioned around an idea “Accelerating Next.” Como se 1990s?
Of the two diverged companies I’m kind of liking the PC and printer business, branded HP Inc. Its new CEO Dion Weisler seems a marketeer. He understands it all starts with a product and has smartly dialed up R&D resulting in some laptop forms that are beginning to create excitement. His printers are offering up consumer care-abouts like lower cost ink and faster printing. It also appears he’s a bit of a showman — introducing some laptops inside one another, as with nested Russian dolls.
When you think about it, Mr. Whitman got the business brands and Mr. Weisler got the consumer brands which was probably a good plan.
That said, I always bet on a business person with marketing chops. Let’s see what the future of these two brands bring.