This Is (Bad) Branding

I was having a really tough time with the CD drive in my laptop yesterday … I couldn’t listen to CDs, I couldn’t burn CDs … it just wouldn’t work. I called Dell tech support, and, after trying a few things, Ashley of tech support told me that I had to reinstall the operating system to get the CD drive working again.

Reinstalling the operating system is a fate worse than a root canal … it basically means wiping the hard drive clean and starting over.

My daughter’s 18-year-old boyfriend came to pick her up as I was suffering with my computer. He told me one simple thing to try, and the problem was fixed in less than five minutes.

How many clever, funny Dell ads will I have to see to resuscitate my Dell brand impression after this confidence-shattering brand experience? Hey Dell—don’t forget … everything is marketing, but marketing isn’t everything.

Steve Yastrow posted this on August 15, 2004, in Branding.
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