Dell simplifies marketing strategy, kills Adamo brand

By on October 21, 2010, 4:46 PM
Dell's marketing strategy is changing: Inspiron, XPS, and Alienware will be the only core brands the company will use going forward. The restructuring will thus see the death of the Adamo premium brand, according to Engadget. The company has been silently cutting down production volumes of the thin notebooks, and while the original Adamo and the Adamo XPS will be killed off, similar products will be coming to the XPS line early next year.

A branding simplification is definitely something Dell needs: the company currently seems to use names like Adamo, XPS, Studio, and whatever else it feels like, almost interchangeably. The change is part of a larger marketing campaign. Dell wants to move away from being a low cost brand and instead portray the company as one that provides choice: cheap options as well as premium products.

Dell will spend "hundreds and hundreds of millions" on an advertising campaign for its consumer business, to coincide with the launch of new products. "We're going to stop mentioning price as the single important aspect," Paul-Henri Ferrand, chief marketing officer for Dell's global consumer, small, and medium business division, told Reuters.

User Comments: 3

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treeski treeski said:

I hope they continue some form of slim model. The current slim adamos are VERY good looking computers...

Rick Rick, TechSpot Staff, said:

The prices on the Adamo have dropped a lot. I was seeing 'sale' deals for $799 with an SSD drive.

I think what kills this computer is how unattractive a ULV CPU is to most people. It's truly a niche item. It would have had a chance if they put a full fledged CPU in it.

Guest said:

Pretty smart move to kill off the brand adamo, I can honestly say I have never heard of it until right now. Now I haven't ever looked for a laptop but I have still heard of many other brands.

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