The Challenge

Over the course of two years, Dell reinvented their brand to be more relevant in today's consumer technology market. Their brand reinvention took them to a place of style, design, and experience, while not leaving value behind. Our challenge was to express this new design-driven brand across all of the touchpoints in the transactional space in a way that articulated the new direction of the brand while also motivating the sale.

The Solution

We deployed our BrandActional® approach. This takes the key assets that comprise the brand position and its personality and translates them into a uniquely crafted transactional platform. This platform is designed to "activate" the brand, by leveraging behavioral insight, messages, imagery, and transactional marketing expertise to drive specific actions.

The Result

Our ultimate goal was to drive prospects online to configure and purchase a custom-designed computer stamped with their own personal style. The catalogs, DM, FSIs, and emails that featured specific offers steered a double-digit increase in sales, with a profitable take-rate on the optional, and high margin, color accent designs.