FOR THE FUTUREMAKERS
A new brand position and narrative inspires industrials to redefine what's possible.
PROJECT SCOPE
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Brand Strategy
ButtonBrand Strategy
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What They Were Up Against:
The OEM Embedded and Edge solutions division is the design arm of Dell Technologies. They exist to customize and re-engineer off-the-shelf Dell infrastructure to meet complex, industrial requirements for OEMs in verticals like manufacturing, marine, defense and telecommunications. When they came to Speak!, the OEM Embedded and Edge group's story was bogged down in complex language and there was little differentiation with the Dell "mothership."
What We Did:
Our work started with repositioning the division as a partner for change and transforming how they talk about themselves — emphasizing benefits over tech, and natural language over jargon. We organized the messaging into three value pillars: Innovate Fast, Build Bold and Scale Smart. Then we brought the story to life with the creative platform "For The Futuremakers," which served as a rallying cry and elevated customers as heroes of their industries.
With a new brand narrative that evolved their 20-year legacy into something inspiring and forward-thinking, we equipped Dell Technologies to connect with people on a more emotive level.
The Speak! team provided Dell OEM Embedded and Edge solutions with a complete brand positioning and messaging platform. It served as rocket fuel for re-introducing the brand to the world with a sharp story, a concise set of messages, and a consistent first impression across touchpoints.
Over the course of our five-year engagement with Dell Technologies, we have adapted the brand story across several key strategic vertical markets. This included crafting point-of-view decks for each industry to establish a consistent, polished approach for company leaders and salespeople tell the story. It helps their target audiences clearly understand the value of partnering with Dell Technologies.
Cascading the Story Through All Communications
The "Futuremakers" story quickly caught fire and soon became the foundation for content across many channels and activities — from podcasts to corporate events.
More Awesomeness:
