Hewlett-Packard - reinventing personal printing:

Every icon consumer brand has created a global cultural phenomenon (e.g., Sony: Walkman, Apple: iPod, Nike: Air Jordan). 2004 the HP 375/475 Mini Printer was the bestselling product and HP realized that is has a chance to create its own - personal printing - phenomenon with the 375/475 Mini Printer. The objective was to develop printer, media and display concepts which position HP to lead a new category of personal printing in which the equipment, supplies and opportunities will not be shared tools that help people complete tasks, but rather personal, emotionally charged items that individuals desire for themselves to tell their stories.