"We set out with a goal of making Dell more approachable for consumers and the response has been awesome," says Kurt Kirsch, director of new business development for Dell's Consumer Group. The commercials, particularly popular with younger customers, have helped grow Dell's consumer business.
Moderator Comment: Could Dell's emphasis on its "Dude" campaign and Steven character result in the company taking its eye off the consumer satisfaction ball?
You may have heard the adage that the worst thing that can happen to a bad product is great advertising. That isn't the case (at least not yet) with Dell Computer, a company that built its reputation on operating efficiency and customer satisfaction.
Recent anecdotal reports suggest that in its bid to double its size, the computer manufacturer may be receiving a greater number of complaints from consumers. Let's hope for Dell consumers that "Dude, You're Gettin' a Dell" doesn't become "Sorry Dude. You're Not Really Gettin' a Dell, Are You?"
There may turn out to be a lesson here for brands and private label. A brand is a promise. Break the promise, whatever it may be (quality, value, etc.), and you lose the trust of consumers. Lose the trust of consumers and you've lost. [George Anderson - Moderator]