©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Dell’s global mega-million dollar branding campaign is designed to encourage consumers to make an “emotional connection” with the brand instead of winning them over solely on price.
“In a very simple way, you will see what a product does for you, why you need it,” said Paul-Henri Ferrand, CMO for Dell’s $26 billion global consumer, and small and medium business division, in an interview. That’s in contrast to Dell’s legacy of promoting itself as a “price leader,” he said.
“Just try keeping your hands off it. Feel the difference,” reads one ad promoting the all-in-one touch screen PC.
“From touch to type in seconds,” reads another ad. “You can tell it’s Dell. See the difference at Dell.”
The campaign will include television, e-mail, out-of-home, and Web advertising promoting Dell’s new all-in-one computer, PC/tablet, laptop equipped with JBL speakers, and other devices.