Digits -- WSJ Interactive Edition (http://www.wsj.com/edition/cur

Dan Kohn (dan@teledesic.com)
Thu, 19 Mar 1998 11:07:28 -0800


WSJ has a new Digits column:

Most computer makers want to be hip, but Hewlett-Packard Co., the
grandfather of Silicon Valley, recently found out it's not bad to be
boring. The computer company, whose corporate car is the Ford Taurus (no
exceptions), asked consumers in focus groups to compare H-P to a person.
The consumers described the company as someone who lived in a nice house
in the suburbs, was understated, humble and well-liked.

But some major competitors were portrayed more vividly. "One company was
described as a handsome, slick, GQ kind of guy who lives in a penthouse
and cheats on his wife," says an H-P spokeswoman. "A third company was
described as an older guy who had a heart attack. He's eating better
now, exercising, taking long walks, working hard to recover." H-P
declined to reveal those companies.

[* Does anyone seriously believe that these are two companies are not
Apple and IBM? - dan *]