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"Consumers are increasingly conscious of the brand itself," he adds. "People say, 'I'm an Apple (AAPL) person, I'm an HP person, I'm a Dell person.' We're reflected in the brand we use."
Imagining the "Dell Person"
Hence the flurry of ads that goes live July 12, drawing heavily on color, music, and images suggesting fun and whimsy...
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The ads, which use the tagline, "Yours Is Here," publicize Dell's recently launched line of Inspiron computers, which are available in bright colors designed to boost their fashion quotient (see BusinessWeek.com, 6/26/07, "Dell: Color It Competitive?"). In a television spot, a man stares down a bright-green boa constrictor the same color as his Dell laptop...
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