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Technology Stocks : Dell Technologies Inc. -- Ignore unavailable to you. Want to Upgrade?

To: kemble s. matter who wrote (47284)	6/12/1998 12:58:00 AM
From: CRICKET	Read Replies (3) \| Respond to of 176387

Kemble, Congrats for another job well done regaling the financial world, large and small. Here is a phone number to call to order a permanent video copy of the interview of June 10. 1-800-CNN NEWS.Just refer to the DELL barbeque at Mr. Matter's home. And for those who might have missed this: Business Wire DELL LAUNCHES FIRST GLOBAL BRAND ADVERTISING CAMPAIGN BUSINESS EDITORS/HI-TECH WRITERS ------------------------------------------------------------------------ ROUND ROCK, Texas--(BUSINESS WIRE)--June 11, 1998--Dell Computer Corporation (NASDAQ:DELL.O), the world's leading direct computer systems company, said today it will launch its first global brand advertising campaign, beginning in the United States and Canada on June 14, to further highlight the advantages of its direct business model. The brand advertising campaign carries the theme "Be Direct." The campaign highlights Dell's unique business model, which helps to eliminate barriers between customers and the manufacturer, providing Dell with the means to enhance the overall customer experience. Until now, Dell's advertising has focused primarily on its products and has been targeted largely at computer-enthusiast and industry trade publications, cable and local television and a few national newspapers. The "Be Direct" campaign will be in addition to the company's ongoing product-oriented advertising. The new brand campaign emphasizes the strengths and advantages of Dell's direct-to-customer business philosophy. The direct model, pioneered by Dell in the computer industry, enables Dell customers to have computer systems built to their specifications; a single point of accountability; award-winning service and support; and fast access to the latest relevant technology. "Our direct model is the cornerstone of the Dell brand and underlies our success," said Kevin Rollins, Dell vice chairman. "With this global campaign, we're really branding the way we do business." Among personal computer systems companies, Dell believes it ranks first in profits, second in revenue and third in unit sales worldwide, based on reported financial results and estimates of industry analysts. The print campaign features the work of Alexander Gelman, internationally recognized art director and graphic designer. Gelman's bold colors, stark backgrounds and unambiguous graphics aesthetically reinforce the campaign's "Be Direct" message. The print ads are scheduled for appearance in a variety of national business and lifestyle magazines and newspapers. The introductory television ad features a resourceful mouse that eliminates barriers to reach a piece of cheese. The campaign was developed by J. Walter Thompson of Chicago and reflects Dell's personality of directness, accountability, commitment to value and dedication to elimination of barriers and waste. The campaign includes plans for rollout in other regions of the world in the fall. Ranked No. 125 in the Fortune 500(R), Dell Computer Corporation is the world's leading direct computer systems company, based on revenues of $13.6 billion for the past four quarters. Dell designs and customizes products and services to end-user requirements, and offers an extensive selection of peripherals and software through the DellWare(R) program. Information on Dell and its products can be obtained through its toll-free number 800/388-8542 or by accessing the Dell World Wide Web server at www.dell.com. Dell is a registered trademark, and DellWare is a registered service mark of Dell Computer Corporation. Fortune 500 is a registered trademark of Time Inc. Dell disclaims any proprietary interest in the marks and names of others. Cricket