Compaq Services: On the Move

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Compaq Services: On the Move

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Research Abstract

With product and service offerings changing in Internet time, the branding imperative becomes increasingly important for global IT firms. Helping employees keep up with the changes while hammering home an overarching brand message is a challenge for even the best internal marketing operation. When a firm like Compaq undertakes major acquisitions and reorients its entire corporate mission, the task becomes doubly difficult.
Compaq Services’ On the Move is a worldwide program designed to engage, motivate, and educate the firm’s 28,000 services employees about the firm’s mission, strategy, and latest offerings. Built on a series of trade-show-like events, On the Move provides an innovative approach to the critical and never-ending task of building brand awareness and loyalty among a services firm’s most crucial constituency: its own employees. The shows are especially valuable in providing ideas and tools to help the services employees do their jobs better, which ultimately is the most important way to build a services brand.