A Human Touch
Palm, an innovator in personal handheld computing, was losing sales to competitors with trendier, flashier product designs. Palm realized that it needed to re-examine its approach at retail in order to successfully compete in this evolving market.No stranger to the technology category, Brand Engine possessed the strategic insight necessary to meet this challenge. Based on the changing consumer profile within the industry, we recommended that Palm move away from their traditional “product as hero” retail strategy. We incorporated lifestyle imagery, tailoring the retail experience toward specific audience groups to ease selectability across the product line. The resulting strategy retained Palm’s brand equity, while infusing it with the warmth and vitality of the human experience, creating a new approachable image and retaining Palm’s status in the handheld category.
