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Dell Strenghts

Dell's Marketing Makeover
The PC maker has got new ads with a snappier tagline, but to regain market share it will need to deliver more than spots that mimic those of its hippest competitor

by Louise Lee
Technology

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Mark Jarvis would have you believe Dell is undergoing a marketing revolution. "We'll be seeing radical change at Dell over the next two years," insists Jarvis, the company's recently appointed marketing chief.

Jarvis, hired less than three months ago, may be overstating the case. But his remarks reflect Dell's recognition that a big marketing makeover is in order, and Jarvis has already begun making notable changes. Case in point: On July 12 Dell (DELL) kicks off an ad campaign more colorful and edgy than any it's used in the past.
Overhauling a Brand Identity

The marketing revamp is one of many moves Dell is undertaking in its attempt to regain market share and revive sales. The Round Rock (Tex.) company has struggled since mid-2005, when it began losing ground to competitors, especially in laptops and machines aimed at consumers—a slump reflected in slowing sales and disappointing results (see BusinessWeek.com, 6/1/07, "Dell's Road to Recovery"). Late last year, Dell lost its top ranking in market share to Hewlett-Packard (HPQ), according to researcher IDC (IDC). In 2007, Dell's executive suite has almost completely turned over as the company has hired new blood, including former Motorola (MOT) executive Ron Garriques.

Job one for Jarvis is to re-envision an advertising message that traditionally has stressed either a...