Apple turned-over: How Dell pulled out of price wars to go premium with a massive brand push, smashed sales and made a hero of marketing in the process

Dell tops US$94 billion in revenues, but it had been in a perpetual street fight on pricing for years and was losing margin with brand health metrics flatlining. With a new premium push it went large on brand, inviting Australia’s publishers to pitch their ideas. Around 150 publishers turned up, the response blowing away marketing boss Arjun Dueskar. Opting to go with 10ViacomCBS and MediaCom, the results have been “phenomenal” with double-digit growth continuing quarter on quarter since the start of 2020 and brand metrics rocketing. Now marketing is getting all the plaudits – and board backing to go harder on brand investment. 

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