Denny's Zinger: If Michael Dell Owned Cunard...
So we've made it through Thanksgiving weekend, 2014. And you'd believe the newspaper business was healthy! My recycling bucket of newsprint and assorted fliers touting "Black Friday" would have challenged Arnold Schwarzenegger. Instead, the task of getting it onto the sidewalk fell to me. Umph.
The free-standing inserts (FSIs) were terrific—blazing headlines, high-ticket dollars-off coupons, bangs (exclamation marks) galore!!!
The staid old Wall Street Journal got into the spirit of hype with a long story:
CREATING A 'DOOR BUSTER': THE $5 TOASTER
How Kohl's Worked With Appliance Maker for Black Friday Specials
This old ad geezer loved it!!!
One of my favorites was from the hunting and fishing retail chain, Cabela's, offering terrific deals.
Michael Dell's Minimalism
Amidst all these delicious screamers came a small, understated flier from Dell Computers.
[See the first image in the media player at upper right.]
Instead of thumping on my door, Dell's approach was a faint tap tap:
- No benefits.
- All features and specifications.
- All mouse-type sans serif fonts.
Michael Dell's Collapse
In August 2013, Dell's profits were off 72 percent. Desperate, Dell took his company private.
Meanwhile this Thanksgiving weekend, Forbes listed Dell's arch rival Apple as the world's most valuable brand ($124.2 billion). Dell sucks hind tit at No. 100.
In September 2001, I wrote a Target Marketing cover story on Dell Computer's meteoric trajectory and raised questions about its advertising that broke all the rules.
I even wrote and designed a parody ad titled:
If Michael Dell Owned Cunard...
For your amusement, click on the second image in the media player at upper right.
New! Write Everything Right!
Just had to say again how bloody good this is. Who else could tell me in one book how to write a resume, which words irritate people and how to review a film? (Sent from my iPhone) —Drayton Bird
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