Dell Launches First Global Brand Advertising Campaign.ROUND ROCK, Texas--(BUSINESS WIRE)--June 11, 1998--Dell Computer Corporation (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on :DELL), the world's leading direct computer systems company, said today it will launch its first global brand advertising campaign, beginning in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. and Canada Canada (kăn`ədə), independent nation (2001 pop. 30,007,094), 3,851,787 sq mi (9,976,128 sq km), N North America. Canada occupies all of North America N of the United States (and E of Alaska) except for Greenland and the French islands of on June June: see month. 14, to further highlight the advantages of its direct business model. The brand advertising campaign carries the theme "Be Direct." The campaign highlights Dell's unique business model, which helps to eliminate barriers between customers and the manufacturer, providing Dell with the means to enhance the overall customer experience. Until now, Dell's advertising has focused primarily on its products and has been targeted largely at computer-enthusiast and industry trade publications, cable and local television and a few national newspapers. The "Be Direct" campaign will be in addition to the company's ongoing product-oriented advertising. The new brand campaign emphasizes the strengths and advantages of Dell's direct-to-customer business philosophy. The direct model, pioneered by Dell in the computer industry, enables Dell customers to have computer systems built to their specifications; a single point of accountability; award-winning service and support; and fast access to the latest relevant technology. "Our direct model is the cornerstone cornerstone Ceremonial building block, dated or otherwise inscribed, usually placed in an outer wall of a building to commemorate its dedication. Often the stone is hollowed out to contain newspapers, photographs, or other documents reflecting current customs, with a view to of the Dell brand and underlies our success," said Kevin Rollins, Dell vice chairman. "With this global campaign, we're really branding the way we do business." Among personal computer systems companies, Dell believes it ranks first in profits, second in revenue and third in unit sales unit sales Sales measured in terms of physical units rather than dollars. Unit sales data are often used by financial analysts when evaluating the health of a company. worldwide, based on reported financial results and estimates of industry analysts. The print campaign features the work of Alexander Gelman, internationally recognized art director and graphic designer. Gelman's bold colors, stark backgrounds and unambiguous graphics aesthetically reinforce the campaign's "Be Direct" message. The print ads are scheduled for appearance in a variety of national business and lifestyle magazines and newspapers. The introductory television ad features a resourceful re·source·ful adj. Able to act effectively or imaginatively, especially in difficult situations. re·source  ful·ly adv. mouse that eliminates barriers to reach a piece of cheese. The campaign was developed by J. Walter Thompson Walter Thompson refers to:
Ranked No. 125 in the Fortune 500(R), Dell Computer Corporation (company) Dell Computer Corporation - One of the biggest US manufacturers of IBM PC compatibles. "From notebooks to networks", their slogan says. http://us.dell.com. is the world's leading direct computer systems company, based on revenues of $13.6 billion for the past four quarters. Dell designs and customizes products and services to end-user requirements, and offers an extensive selection of peripherals and software through the DellWare(R) program. Information on Dell and its products can be obtained through its toll-free number 800/388-8542 or by accessing the Dell World Wide Web server at www.dell.com. Dell is a registered trademark, and DellWare is a registered service mark of Dell Computer Corporation. Fortune 500 is a registered trademark of Time Inc. Dell disclaims any proprietary interest in the marks and names of others. CONTACT: Dell Computer Corporation, Round Rock Media Contacts: T.R. Reid or Rick Scott, 512/728-4100 tr_reid@dell.com rick_scott@dell.com or Investor Contacts: Don Collis, 512/728-8671 don_collis@dell.com or Robert Williams For other persons of the same name, see Williams (surname). Robert Williams is the name of
robert_williams@dell.com |
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