Dell's New CMO, Karen Quintos, Discusses the Evolution of an Enduring Brand
ANA Masters of Marketing Annual Conference, Orlando, Florida
Karen Quintos, Senior Vice President and Chief Marketing Officer of Dell, Inc. was just named to the top marketing job, which reports to Michael Dell, last month after serving as a marketing executive at the company for over a decade. She's had the opportunity to watch Dell evolve, face challenges and implement change. Now Karen Quintos will be responsible for brand strategy, global communications, social media, corporate responsibility, global research, marketing talent development and agency management.
Dell has been focused over the last 18 month on three strategic areas of change in an effort to ensure that the brand remains relevant to customers, employees and stakeholders long into the future. They include:
- Insuring that the world sees one, consistent Dell brand
- Putting customers and their "outcomes" from technology at the core of the Dell promise
- Leveraging Dell's unique differences
Dell expects this to evolve over a three-to-five-year transformation, and believes that these core ideals are more than marketing mantras, but will help to reconnect with the heart and soul of the company. Dell defines its driving purpose as a belief that "technology shouldn't be a privilege; it is essential to human success."
Interestingly, the company also recognizes that "marketing is the new HR," and underscores the need to revitalize its employees' connection with the Dell brand.
Karin Quintos stresses that advertisers should not underestimate the effect of both internal and external communications. When both are used effectively, a brand can make tremendous strides.
She also sees great potential for Dell in emerging markets and with entrepreneurs and small business owners. In fact, the company's "Take Your Own Path" campaign originated in India. "We want to show our customers that we care about their businesses -- not simply about technology. Our customers wear many hats. One may be doctor that wants less time with paperwork and more time with patients. Another may be a mother and entrepreneur in China. We want to show all of those customers that Dell offers 'The Power to Do More.' "
