Jennifer Temple on brand strategy
From PRs Top Pros Talk...Developing Effective Brand Differentiation - Jennifer Temple, CCO, HPE · · D S Simon Media
“Brands are no longer defined by traditional advertising alone or by big marquee events, especially not in a post-pandemic world where you can't even host those events anymore. Increasingly, people make bets on brands based on one interaction at a time—one speech, one engagement, one podcast, one connection.”
On , Jennifer Temple, Executive VP and Chief Marketing & Communications Officer at Hewlett Packard Enterprise, spoke about brand strategy during PRs Top Pros Talk...Developing Effective Brand Differentiation - Jennifer Temple, CCO, HPE on D S Simon Media.
About Jennifer Temple
In a September 2021 interview, Jennifer Temple, then Chief Communications Officer at Hewlett Packard Enterprise, discussed the company's brand strategy six years after its separation from the larger Hewlett-Packard business. Temple stated that the first step was to "inventory our stakeholders" and understand perceptions of the legacy brand and the new company, using benchmarking research and perception data to "architect a road map" for addressing misperceptions. She noted that many people did not understand HPE's role in cloud computing or recognize its philanthropic contributions. Temple described a shift in brand definition, saying that "brands are no longer defined by traditional advertising alone or by big marquee events" and that people now form opinions based on "one interaction at a time." She advocated for a culture where employees become brand ambassadors by understanding the company's vision, feeling empowered to take risks, and seeking continuous feedback. Temple also highlighted HPE's focus on connectivity and addressing digital divides, noting that 45% of the global workforce was still working remotely at the time.