The Challenge of Co-Branding Hewlett-Packard & Compaq
as Seen by Leading Authority on Corporate Branding
Business Editors
ADVISORY...
LOS ANGELES--(BUSINESS WIRE)--April 25, 2002--
Jeff Lotman Available for Comment on Brand Strategy
Implications of HP/Compaq Merger
Despite the continuing drama of Walter Hewlett's legal challenge to the outcome of the recent proxy fight over the merger of HP and Compaq Computer, it seems likely that the impending merger of the two technology giants will be carried out. But the real challenge facing HP/Compaq is whether the two brands can be effectively intertwined in terms of their perceived value to consumers, according to Jeff Lotman, CEO of Global Icons, a leading corporate and entertainment brand marketing agency. Mr. Lotman is currently available for interview on the branding challenges and implications of the merger.
"In many ways, the brand is the most valuable commodity a company possesses," cites Lotman. "The successful integration of two major corporate brands is tricky at best and can easily result in lost value to both."
Below are some intriguing brand-related issues on which Mr. Lotman can address with insight:
-- A 900-strong integration team is scrutinizing HP/Compaq staff
redundancies and product overlaps, but what is being done to
plan a strategy for integrating the two brands?
-- What specific options are available to HP/Compaq as to how
they can integrate their brands and re-position themselves to
channel partners and consumers?
-- Most large-scale corporate mergers prove to be ultimately
unsuccessful -- how big a role does poor brand integration
play in this?
-- Has the animosity in the fierce proxy fight between HP and
Walter Hewlett tarnished the HP brand?
About Global Icons
Global Icons is a leading brand marketing and licensing agency that represents major corporate trademarks and brands and entertainment personalities and properties through licensed merchandising, advertising, sponsorships and promotions. Select clients include Duncan Hines, Discus Dental, Elite Models' Fashion, Ronald McDonald House Charities, The Hollywood Sign and Walk of Fame, Lucy Ann(R), The Three Stooges(R), 3LW, Micronauts, Charlie Chaplin, Humphrey Bogart, and Marlene Dietrich. To learn more about Global Icons, visit www.globalicons.com.
About Jeff Lotman
Prior to founding Global Icons, Lotman was Chief Operating Officer of Keystone Foods Corporation, one of the world's largest food manufacturing companies and principal supplier to McDonalds. Keystone remains one of the top 50 privately held companies in the world. During his 15-year tenure with Keystone, he witnessed how McDonalds was developed and nurtured into one of the world's most recognized brands. He still holds the position of President of Keystone Holdings.
Lotman has appeared in numerous major media outlets, including USA Today, New York Times, Los Angeles Times, Red Herring, Brandweek, CNN and Der Spiegel. He is also critically acclaimed as a published author, collector and world-class authority on animation art. |
