DELL BRAND REFRESH
OPPORTUNITY
From 2005 to 2008, Dell’s brand value declined 22% and the company fell from the list of Fortune Global Top 50 Most Admired Companies. In 2009 Dell decided to revisit its brand positioning, creative approach across business units, and agency management. The company began to transform its brand from the chaotic and fractured state — with more than 150 logo versions, disparate creative treatments, and work across 800 agencies — to a focused and intentional brand strategy grounded in its purpose and competitive differentiation. It also established a new, Global Brand Creative team to act as a centralized implementation arm of the brand rollout.
APPROACH
In partnership with the Global Brand Creative team, external agencies, and internal experts we helped define Dell’s brand strategy and establish a unified governance process. We collectively advised creative agencies, vendors, and internal team members on an ongoing basis to guide the application of the re-defined brand identity and voice across all touch points.
RESULTS
- Successfully implement the updated brand identity globally within a one year period from building signage and environmental design to catalog and advertising campaigns.
- Internal brand perceptions improved with a sense of re-engagement and unification around Dell’s purpose of “delivering technology solutions that enable people everywhere to grow and thrive.”
- NPS and overall brand value increased and was further improved with later brand investments, including the Dell Brand Campaign.