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CAMPAIGN OF THE MONTH: More than a PC

Dell is utilising its sponsorship of the Glasgow Commonwealth Games 2014 to change perceptions of the brand via storytelling. Jessica McGreal reports

What comes to mind when you think of Dell? Computers, right? Wrong. The brand has grown rapidly in the last couple of years and is now an end-to-end solution provider with ‘The power to do more’. The tech giant knows it has a big problem when it comes to brand perceptions and plans to correct this via its sponsorship of the Glasgow Commonwealth Games happening in July this year.