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Dell empowers countries, communities, customers, and people everywhere to use technology to realize their dreams. Customers trust Dell to deliver technology solutions that help them do and achieve more, whether they’re at home, work, school, or anywhere in their world. At the time of our partnership, Dell had recently privatized and established a new commitment to services. We worked on behalf of their services team, which was composed of 50,000 employees focused on client solutions.

The Challenge

Dell was struggling to gain market share. Part of the problem was that Dell’s entities were fragmented, focusing on their individual competencies. As a result, people across the services team weren’t telling the same story about Dell. Existing messaging was complicated, generic, and impersonal; we needed to make it crystal clear, customer-centric, and easily conveyed for every member of Dell’s services team.

Our Solution

To make Dell’s messaging meaningful for their customers, we started by digging deep to understand their needs. We performed extensive research, examined competitors, held internal planning workshops, and interviewed executives and internal stakeholders to learn about Dell’s clientele. We needed to know: What questions were prospects asking before they were even aware they needed Dell’s services? We used these findings to create a 30-page booklet that broke down Dell’s new approach to messaging in a consumable, tangible way. The guide included proof points focused on client results and case studies that tied Dell to client-specific business achievements. The language centered on achievement: How do we help our customers achieve the results that matter most to them?


  • Custom publication
  • Long-form articles
  • Strategy documents

The Results

The message guide was approved by Michael Dell and promoted to the 50,000 services-team members worldwide. It ensured that everyone — from salespeople to executives — could understand and convey Dell’s value in the same way, and it helped them feel excited and connected to the brand so that they could confidently deliver on the brand promise.

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