July 6, 2011

Dell Ads to Focus on Human Side of Technology

A new branding campaign from computer maker Dell Inc. takes a cue from Apple Inc.'s marketing playbook: It doesn't talk about technology.

In one spot, a teenage girl talks about how she uses a Dell laptop to video chat with a boy she has a crush on. In another, a grandmother explains how she keeps in touch with her family using a Dell smartphone.

The campaign, dubbed "More You" and expected to begin Friday, is aimed at personalizing technology and marks a break in tradition for a company that got its start by commoditizing computers. Rather than focus on the specifications of products, Dell is hoping the campaign will encourage consumers to think about features and how they can be used.

Read more: http://online.wsj.com/article/SB10001424052702304803104576427790499023926.html#ixzz1RJfNMiup

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