What does it mean to be a “most loved” company?

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At the recent Association of National Advertisers Masters of Marketing Conference, I had the opportunity to connect with fellow marketing leaders from all over the country and across every industry. The theme that emerged was no surprise: “It’s all about the customer.

At Dell, putting customers first is not a new concept. In 1984, Michael set out to create a different kind of computer company – a company that dealt directly with customers. That business model disrupted the technology industry and has shaped our marketing strategy ever since – connecting with customers where they are, having meaningful conversation and using their input to inspire our solutions.

That’s why it is such an honor that Dell was just named #15 on the global list of the 100 Most Loved Companies, based on a survey of 70,000 consumers in 15 different markets, conducted by APCO Worldwide (an independent, global communication, stakeholder engagement and business strategy firm). This award is especially meaningful to me because it’s based on eight emotions people have toward brands: understanding, approachability, relevance, admiration, curiosity, identification, empowerment and pride.


As we embark on our next chapter as a private company, our commitment to customers and their success has never been stronger. We call this “The Power to Do More,” and it is our promise to you.

We want to hear from you. Connect with us on Facebook, LinkedIn, and Twitter or post a comment here on Direct2Dell.

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