Top 25 Brand Leaders
Rebecca Fannin
The chief marketing officer at Dell, Mike George, and top officials from the company's advertising agency, BBDO, had worked hard on a new advertising campaign for the Texas-based maker of technology products. They thought they had a great tag line, 'Dare to question', and submitted the plan to Chairman Michael Dell and Chief Executive Officer Kevin Rollins.
At many companies, the top brass probably would have simply signed off. But Dell and Rollins nixed the proposed campaign, and sent the frustrated marketing team back to...