HP标志转换时提出的战略和品牌愿景.docVIP

第2-3页 Introducing the new hp. 新HP介绍 At the turn of this century we made a bold promise to the world: a promise to reinvent the company that Bill Hewlett and Dave Packard built-to rediscover our true potential. 本世纪初，我们向世界郑重宣布：发誓将本公司——HP进行再创新，再次发现我们真正的潜力所在。 A promise to act like the original start-up again. 这是一个如同再创业一般的誓言。 We have worked hard and fast to deliver on that promise-building a compelling vision of the future, reorganizing to be more customer-focused, unifying our brand and business strategies to act as one company. 我们努力迅捷地工作，实现着这个誓言——建立一个引人入胜的未来远景，改组使公司更加以客户为中心，奖品牌和业务战略综合实施。 Already this work is bearing fruit-in the response from our customers; in the renewed confidence of our investors; in the new partner-ships we are forging. 这项工作已经产生效果——在客户的回馈，投资者增强的信心，我们推进的新合作关系各方面都得到体现。 But this is just the begin-ning. It is critical that we follow through on our promise, and build on our momentum. This is our time, right now: We have the vision and the assets to back it. Most of all, we have the goodwill and support of our customers. 但这还只是开始。重要的是我们一定要实践诺言、积蓄力量。这是我们的时代，就在现在：我们有自己的远景和资产为后盾。更重要的是，我们立意良好。得到了用户的广泛支持。 They genuinely want us to win. How many companies can say that? 他们真的希望我们能够胜利。由多少家公司可以这么说呢？ But to win, we have to be clear about what Invent means in an Internet era. We have to explain our promise, our benefits, our solutions, and how they help our customers invent. We have a unique opportunity to shape perceptions-to gain mindshare that we can then parlay into market share-but only if our messages tell a compelling, consistent story. 但为了获胜，我们必须清楚英特网时代的创新意味着什么。我们还须对自己的试验、利益、解决方案、以及这些对于用户创新的帮助进行解释。我们有着独一无二的机会对于感知进行描绘——以获得思想上的统一，从而增加市场份额——但仅仅在我们的信息是被一致、深刻的传达的条件下。 In this book you’ll find the key building blocks for that story. Consider them the foundation for the next chapter in hp’s history-writ large. (There’s another level of messaging that addresses specific products, services, audiences.) 在本书中，你会发现信息传达的要点。将他们视为HP历史中下一篇章的基础。（同时有另一层面的信息传达，专门针对具体的产品、服务、受众）。