The New York Times has a big feature on Dell, which is now refocusing its efforts under founder Michael Dell. It says:
The new internal marketing slogan is "One Company, One Brand, One Beat."
It has been overtaken as the No 1 PC seller by Hewlett-Packard, which was better placed to capitalise on the growth of notebook PC sales, particularly through retail outlets. That's a problem being addressed by Mark Jarvis, who joined as chief marketing officer in April.
Mr Jarvis, a former Oracle executive, says Dell's brand is widely known and respected, but often not linked to a clear message. So he wants to give the brand a makeover, saying that in the consumer market, it needs to be "much cooler and go away from low prices; a lot of people see us as a cheap PC company, and that's not where we want to be."
Yeah, good luck with that one, Mark.
Update: The Wharton Business School has a good look at Dell's turnaround strategy, available as text or audio download.
