Powering up Dell

Todd Wilkinson

Karen H. Quintos, senior vice president and cmo of Dell, is interviewed about Dell's global brand platform, "The Power to Do More".

Powering up Dell

Todd Wilkinson

CMO Karen Quintos lays out a fresh branding campaign for courting IT success

For Karen H. Quintos, the energetic senior vice president and CMO at Dell, “The Power to Do More” is bigger than a global brand platform and holds more promise than any shiny new gadget proclaimed to be the next “it” machine. Very simply, she regards those five words as both an internal “organizing principle” for the company's creative philosophy and an external “aspirational value” that today extends across every customer touch point around the world.

“It's a statement that reflects the wants...

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