Dell Makes a Premium Play
I’m loving how Dell’s latest advertising campaign is moving away from the dross of commoditized, price-featured ads toward something more premium. This week’s Adweek article reveals the latest campaign theme by Wunderman, “You can tell it’s Dell.” The campaign features innovation and design, adding a twist of Apple-esque “That’s so cool” mojo. I’ve got to believe that playing the low-price game in this space has taken its toll on Dell, and inspiring customers to love the brand because of its innovation in the PC space is a great strategic move.
Time will tell—and so will the product releases—whether or not the Dell brand will live up to the expectations set by this latest campaign. I say this after earlier today having passed the Apple headquarters, whose address is One Infinite Loop. That’s so cool.