In all of the HP marketing, what made the technology appealing and what made it matter was that it was part of culture. With the iPod skins and the Harajuku camera we were starting our relationship with the brand by instigating instant cool. Such efforts are aimed at pushing a brand to the top of the cool hill, whereas the next phase of work aims at perpetual cool, and finally a third stage, to prolong activation forever and ever, is about embodying cool.
