Dell's New Adamo: Is LOVE the Next Vernacular for the PC Industry?

Dell has launched Adamo. At first glance it looks like the company is chasing the MacBook Air. It is thinner than its Mac brother, this much is true, but I think there is something larger going on here. Like Mac, and many other tech makers and marketers, Dell is leveraging design. But I think they are using design to establish a new foundation. A foundation of what? That remains to be seen, especially in today's redefined economy.

Last year, I was fortunate to work with Dell, Enfatico (their WPP Custom agency)
and FITCH on early concepts for on-site, in-store global merchandising programs.
It was an extraordinary experience to be involved early on in the conceptual
development of a very new thing.

Take a look at the launch site http://www.adamobydell.com/ (Great looking experience by my friends at Enfatico. Good job.) and see what you think. The positioning is all about love. Yup. LOVE. Do you love your PC? Hardly. Do you love what you do on it and why? Most likely.

Are we getting closer to true emotional connections and the
notion of positioning products and services as connectors and facilitators of
what we each define as truly important?
Damn, I hope so.

If nothing else, Dell and Enfatico's positioning is what's really new here. After all, it's a laptop. What I think is cool is that it is being positioned not as a PC, but as a specialty product, with very un-PC-like vernacular: Admire. Desire. LOVE.

____________
Read about Adamo in today's Salon article : Dell Adamo to launch today- is sexy and thin worth it in today’s economy?
See Adamo Photos by (CC) Brian Solis. www.briansolis.com
Buy Adamo: Check out the configs, including Tumi accessories.