Can the enterprise computer maker do cool?
Dell, the now second place computer manufacturer, is fighting to regain its market prominence through a series of initiatives, including a new consumer-focused campaign which "paints" their new products as fashionable. Will the new direction be a success? The early market response and new full-featured, colored notebooks suggest "yes", but the rest of the campaign points to "no."
The new gear is well spec'ed, but the strategy of personalized colors is already a decade old. And, unfortunately, the sleek new laptops and desktops will be under the banner of the tepid and unhip Inspiron brand. (Rebranding presumably involves building a new brand.) The products and campaign are trapped within the bowels of the still utilitarian and business-focused web site with little indication of a new direction, other than a few banner ads.
The event heralding the new line, featuring models clad in white jumpsuits and capes was too much, too soon to be convincing. A new Flash-based site allegedly provides "a unique way to engage with Dell" and will be home to "all of Dell's entertainment partnerships, events and forums," but is presently fairly one dimensional and barren. The new tagline "Yours is here" is, according to formula, virtually ungrammatical but also completely unmemorable. And possibly saddest of all: the press release announcing the new direction features the first and worst pun ever to grace a Dell corporate statement: "Hued Have Thought It? Dell Notebooks In Flamingo Pink!"
The consumer market's importance is growing in relation to the dominant business market, and it's no longer possible for computer manufacturers to ignore the unique successes of Apple. However, design sense cannot be cherry-picked; fashion and coolness cannot be fabricated overnight. Dell remains a powerhouse; their products and business strategies may return the company to top form. But this new campaign does little to alter the impression that Dell does not understand or do fashionable, designer gear.
