H-P announced recently that it was getting out of the PC, TouchPad and Smartphone business to focus on software. And their foray into the software business is a $10.2 billion deal to buy Autonomy Corp.
So what happened? The investors are getting nervous and many customers are confused. H-P, in announcing a major shift in strategy, has left the marketplace uncertain (which has been reflected on their share price). Never a good thing to do with your business and to your customers.
And it’s not only H-P leaving the market confused. Research in Motion (maker of the Blackberry), recently introduced their upgraded operating system – BB OS7. It’s faster and getting some good reviews. But wait, next year they are upgrading their operating system to QNX – the operating system they use on the PlayBook.
Two large companies leaving the market wondering – where do we go from here? Time will tell if H-P’s strategy is good or bad. But one thing we do know – their strategy was poorly communicated and created brand confusion. Who is H-P now? What does it mean to the services I am buying from them? Are they now a different company, what does this mean to me? Will we have to look elsewhere for support for the current H-P computers, smartphones and TouchPads we own?
Should we buy a Blackberry now or wait for the new operating system? Will it come out on time; will be work well?
A good brand creates clarity – it creates a promise that you the customer can count on.
As a small business, you need to work diligently not to do this in you market and to your customers. You need to think through your brand (your promise), establish it and protect it. It’s your greatest asset – your differentiator.
In this week’s Quick Tips, we will discuss how to protect your brand if you decide to change strategy.
For more information on business growth see our videos, articles and white papers at: www.kubicalaforestconsulting.com
Copyright 2011 Kubica LaForest Consulting
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