Comments on: There’s hope for the Dell brand http://tenayagroup.com/blog/2006/10/25/theres-hope-for-the-dell-brand/ Brian Phipps on next-generation brands: Fri, 21 Nov 2008 01:24:40 +0000 http://wordpress.org/?v=2.0 by: Brands Create Customers » Blog Archive » Brand value dries up in the Microsoft ecosystem http://tenayagroup.com/blog/2006/10/25/theres-hope-for-the-dell-brand/#comment-3953 Wed, 15 Nov 2006 17:49:33 +0000 http://tenayagroup.com/blog/2006/10/25/theres-hope-for-the-dell-brand/#comment-3953 [...] Dell and others don’t have this option, and need more radical brand measures. [...] […] Dell and others don’t have this option, and need more radical brand measures. […]

]]> by: RichardatDELL http://tenayagroup.com/blog/2006/10/25/theres-hope-for-the-dell-brand/#comment-3924 Tue, 14 Nov 2006 22:01:55 +0000 http://tenayagroup.com/blog/2006/10/25/theres-hope-for-the-dell-brand/#comment-3924 Brian, Michael often discusses how technology in the hands of people has just begun to have the kind of positive impact it can have for humanity, as well as how Dell has consistently made technology more accessible to more people. At this point, we are 20 years old....as we enter adulthood, to loosely quote a former Canadian Prime Minister, "watch us". You will find people "positively, absolutely have to have a Dell to do great things for the world." Keep your eye on emerging markets that climb to world player status because of industry standard technologies using their Dell's...and more. Brian,

Michael often discusses how technology in the hands of people has just begun to have the kind of positive impact it can have for humanity, as well as how Dell has consistently made technology more accessible to more people. At this point, we are 20 years old….as we enter adulthood, to loosely quote a former Canadian Prime Minister, “watch us”.

You will find people “positively, absolutely have to have a Dell to do great things for the world.” Keep your eye on emerging markets that climb to world player status because of industry standard technologies using their Dell’s…and more.

]]> by: Brian Phipps http://tenayagroup.com/blog/2006/10/25/theres-hope-for-the-dell-brand/#comment-3502 Mon, 06 Nov 2006 13:49:52 +0000 http://tenayagroup.com/blog/2006/10/25/theres-hope-for-the-dell-brand/#comment-3502 Richard, Thanks for the reply and the link. Since the purpose of a brand is to create the customers that drive a business forward, the customer will always be the end product of the brand chain. What I'd like to see from Dell is a ringing portrait of the unique customer that Dell is trying to create. This has to be a customer more interesting and more culturally relevant than a "purchaser." Show me the customers who positively, absolutely have to have a Dell to do great things for the world. Show me how Dell is essential to that greatness. Apple manages to pull this off, and in top-tier business circles so does ThinkPad. In my view, rising to this level requires much more than ad campaigns and PowerPoints. You need a visceral brand that connects by force of character. Richard,
Thanks for the reply and the link. Since the purpose of a brand is to create the customers that drive a business forward, the customer will always be the end product of the brand chain. What I’d like to see from Dell is a ringing portrait of the unique customer that Dell is trying to create. This has to be a customer more interesting and more culturally relevant than a “purchaser.” Show me the customers who positively, absolutely have to have a Dell to do great things for the world. Show me how Dell is essential to that greatness.

Apple manages to pull this off, and in top-tier business circles so does ThinkPad. In my view, rising to this level requires much more than ad campaigns and PowerPoints. You need a visceral brand that connects by force of character.

]]> by: RichardatDell http://tenayagroup.com/blog/2006/10/25/theres-hope-for-the-dell-brand/#comment-3294 Tue, 31 Oct 2006 21:02:27 +0000 http://tenayagroup.com/blog/2006/10/25/theres-hope-for-the-dell-brand/#comment-3294 Hi there, Brian appreciate the feedback and think we get it and are getting it. How about adding to supply chain and brand chain, the customer chain (perhaps in some regards that is the brand chain, or part of it). See for example more about Dell 2.0 at this link: http://www.dell.com/content/topics/global.aspx/corp/conversations/en/2006_09_12?c=us&l=en&s=corp Hi there, Brian
appreciate the feedback and think we get it and are getting it. How about adding to supply chain and brand chain, the customer chain (perhaps in some regards that is the brand chain, or part of it). See for example more about Dell 2.0 at this link:
http://www.dell.com/content/topics/global.aspx/corp/conversations/en/2006_09_12?c=us&l=en&s=corp

]]> by: Brian Phipps http://tenayagroup.com/blog/2006/10/25/theres-hope-for-the-dell-brand/#comment-3212 Fri, 27 Oct 2006 17:35:58 +0000 http://tenayagroup.com/blog/2006/10/25/theres-hope-for-the-dell-brand/#comment-3212 Richard, Thanks for the response. My biggest issue with the Dell brand (having 4 Dell's in the office) is that Dell seems content on being a super-efficient configuration manager. I'd prefer that Dell focus less on the supply chain and more on the brand chain, where it could use its imagination to create customers above and beyond the X86/MS axis. There's no need to cede that valuable territory to Apple (or to the ThinkPad). Richard,
Thanks for the response. My biggest issue with the Dell brand (having 4 Dell’s in the office) is that Dell seems content on being a super-efficient configuration manager. I’d prefer that Dell focus less on the supply chain and more on the brand chain, where it could use its imagination to create customers above and beyond the X86/MS axis. There’s no need to cede that valuable territory to Apple (or to the ThinkPad).

]]> by: RichardatDell http://tenayagroup.com/blog/2006/10/25/theres-hope-for-the-dell-brand/#comment-3197 Thu, 26 Oct 2006 20:32:26 +0000 http://tenayagroup.com/blog/2006/10/25/theres-hope-for-the-dell-brand/#comment-3197 Hi Brian, Thanks for the commentary and perspective. You certainly raise some interesting points and food for thought. As you may know, we have announced both new servers and desktops with AMD chips. Also, your note about our customer service, Dell is making corrections with DellConnect; we have invested an additional $150 million in the last couple quarters to start a turn around there too; and Michael spoke about other changes in a recent Fortune interview. here is the other part of the brand story and fits with your down to earth Dell, whose not so hollow because it gives customers choices about the technology they want to meet their specific needs. Others push design and sell preconfigured technology off the shelf forcing people to buy what the company is pushing versus what the customer might prefer. Hi Brian,
Thanks for the commentary and perspective. You certainly raise some interesting points and food for thought.

As you may know, we have announced both new servers and desktops with AMD chips. Also, your note about our customer service, Dell is making corrections with DellConnect; we have invested an additional $150 million in the last couple quarters to start a turn around there too; and Michael spoke about other changes in a recent Fortune interview.

here is the other part of the brand story and fits with your down to earth Dell, whose not so hollow because it gives customers choices about the technology they want to meet their specific needs. Others push design and sell preconfigured technology off the shelf forcing people to buy what the company is pushing versus what the customer might prefer.

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