New HP Tagline.

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“Make it matter” is the new HP tagline.  The first ad I’ve come across with the line appeared in the paper today touting a sub-$900 laptop, wireless printer and Beats headphone package.  Aimed at school-bound kids and their parents, this bundle will matter to kids who typically may ask mom and dad for Apple machines. It will give both parents and students pause.

Meaningfulness is what good marketing and good brand plans mean to achieve — so why not put the idea right in the work? “Make it matter.”  Were I riding point on this idea, I’d make sure every ad served up to the general pop mattered. All product ads would need to provide a definable point of difference with a rational or emotional tug. It’s going to be hard to live up to. 

Make it matter is bi-directional.  It tells the reader to make it matter, but also suggests HP makes it matter. When you tagline is “Setting new standards in healthcare” every ad needs to show a new standard.  Brand ideas matter. Words matter. Good luck BBDO. Your day just got a lot longer.  Peace.