How our strategy has saved Dell a small fortune
As Dell prepared to enter the home entertainment market with a line of LCD TVs, they asked us to develop a sub-brand name for the new product family. We recommended looking at the company's overall naming strategy before creating any new sub-brands.
Working closely with Dell’s Brand Management group, we developed a naming decision-tree to help identify when to create new proprietary names, use existing proprietary names, and when to use generic descriptors.
The tool has saved Dell millions of dollars by reducing the number of brand names that they need to create and support on an ongoing basis.