MediaPost: HP’s Bermel ‘Scared To Death’ Of User-Generated Content. User-generated content brings “huge additional pressure,” (Hewlett-Packard interactive director Mary) Bermel said. “We want our brand in the marketplace presented in a certain way. Our advertising teams are used to push marketing–now we’re asking them to create pull marketing, things that will attract people to our brand.”
The company that once believed in, and for the most part lived, the HP Way — in part, the notion that the community was part of the company and vice versa — would have instinctively adapted to the world where conversations are no longer in the control of the marketing team.
The newer HP is clueless, if this person’s comments are even a remote indication of corporate understanding of the phenomenon.
And can’t we find a better expression than “user-generated content” to describe what’s happening?