Jennifer Temple on brand differentiation
From PRs Top Pros Talk...Developing Effective Brand Differentiation - Jennifer Temple, CCO, HPE · · D S Simon Media
“The first order of business in tackling a relevance question is really understanding where you stand. We did a bunch of benchmarking research, pulled all of our stakeholders, and had a lot of perception data both internally and externally. That gave us a chance to architect a roadmap for how to answer the questions people still have and clear up misperceptions.”
On , Jennifer Temple, Executive VP and Chief Marketing & Communications Officer at Hewlett Packard Enterprise, spoke about brand differentiation 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.