linked in facebook twitter rss

  • Interbrand
  • Brandchannel

your chance!
your chance!
IBM vs. Dell


  IBM vs. Dell
IBM vs. Dell
The winner is...
October 14, 2002

IBM and Dell are two dominant brands in the PC industry. The older of the two, International Business Machines, carries a complex legacy of services and products that contrast singularly with the sharply focused Dell Computer. How does that reflect on their e-shops?

According to Michael Dell’s biography, “Direct from Dell,” enterprises order online as

consumers do: when their specific needs are met at all levels. It is therefore interesting to compare Dell, the king of direct selling, with IBM, the king of enterprise relationship.

For IBM, a relationship is everything. However, the environment is changing fast as business buyers seem as keen to order online as consumers do. Technically and psychologically, the hurdles are not high: closing the corporate sales calls for making the requirements of every party to the buying decision – such as IT managers, comptrollers, and users – converge online rather than offline. Moreover, corporate buyers can limit the choice of hardware and software that employees will be able to browse online. Overall, the system streamlines the buying process, and limits the risk of input and compatibility errors.

IBM vs. Dell Dell’s business model is to sell PCs direct, whether by phone or online, and that straightforward strategy considerably focuses the company and its image. In comparison, IBM is selling and cross-selling a substantial number of products and services that are loosely related with each other. Its strategy to be “the solution provider” – which is consistent with its powerful brand positioning – is not as easy to communicate, perhaps because IBM’s brand overlaps several product categories.

As a result, the visitor browsing will immediately be attracted to tempting offers to buy the latest PC widgetry, e.g., “Dell Latitude X200, a Thin, Light and Cool Portable,” whereas is first a corporate site and, second, an e-commerce. Indeed, while shopping for your favorite IBM laptop, a click on the animated logo will bring you back to the corporate homepage with headlines such as “IBM to build emergency response system for D.C. area” or offers like “Save $2,500 on training and get a Palm m515.”

*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
 commenting closed Add Social Bookmark bookmark  print
 suggest topic  recommend ( 9 )  email

  brandchannel Digital Watch archive   2012  |  2011  |  2010  |  2009  |  2008  |  2007  |  2006  |  2005  |  2004  |  2003  | 2002  |  2001
Dec 30, 2002 Ligne Roset - Chic -- Vivian Manning-Schaffel
  Le style de vie translates perfectly online.
Dec 16, 2002 Harrods - Dressed up -- Charlotte Jane Dyson
  Can deliver Knightsbridge to your door?
Dec 9, 2002 Bajaj Auto Limited - Tanks
  As Bajaj Auto Limited goes forward with its brand, its dot com division appears to be in reverse.
Dec 2, 2002 Electrolux - Powered
  Is as sleek as its products?
Nov 25, 2002 Kinokuniya - Bookmark it publishes an efficient yet simplistic online bookstore.
Nov 18, 2002 Snapple - Juicy -- Cristi Barnet
  Is made from the best stuff on earth?
Nov 11, 2002 Grey Goose - Spirited
  Grey Goose, the blind-taster's favorite vodka, celebrates a modern France online.
Nov 4, 2002 Tata - Wasteland
  India's Tata Group demonstrates that placing a logo on a non-descript website is not online branding.
Oct 28, 2002 Warner Bros - Lights, camera, distraction -- Ian Cocoran
  Thufferin Thuccotash, what are those wascally wabbits up to over at Warner Bros. online department?
Oct 21, 2002 Mercedes - slick -- Charlotte Jane Dyson cruises well beyond the average website.
Oct 7, 2002 LIC - boredom insured
  The Life Insurance Corp of India’s formidable and well-deserved reputation doesn’t appear to cover its website.
Sep 30, 2002 Benetton - divided
  The only thing shocking about Benetton’s site is the lack of merchandizing.
Sep 23, 2002 Acqua di Parma - golden -- Vivian Manning-Schaffel
  Do things run smoothly at Acqua di Parma?
Sep 16, 2002 DFW Airport - yee-haw!
  The DFW web site is a hub of branding information.
Sep 9, 2002 ING Group - void
  ING needs to invest more time in its site to effectively convey the global brand’s financial services.
Sep 2, 2002 Volkswagen - viewers wanted
  Does Volkswagen’s flawless attention to detail and engineering shine through on the Net?
Aug 26, 2002 Timex - flies
  Timex winds up using hi-tech to appeal to the Indian market.
Aug 19, 2002 UPS - delivers -- Charlotte Jane Dyson presents a tidy package of customer service and communication.
Aug 12, 2002 CavinKare - blemish free
  The Indian FMCG brand competes with brands like Hindustan Lever and P&G for the massive Indian market share.
Aug 5, 2002 Cadburys - eggcellent -- Ian Cocoran Irresistible?
Jul 29, 2002 Samsonite - packed -- Ian Cocoran
  Does have it in the bag?
Jul 22, 2002 MyYahoo - gets personal
  Customizing a spot on the web.
Jul 15, 2002 Noos - sage comme une image
  French cable provider Noos offers a good example of a corporate website.
Jul 8, 2002 Philip Morris - extinguished -- Charlotte Jane Dyson
  Can Philip Morris make an attractive site that does not in any way advertise, promote or market its cigarette brand?
Jul 1, 2002 Chiquita - ripe -- Jonathan Schneider slips on some basic rules but overall seems just ripe for the web.
Jun 24, 2002 Wimbledon - ace -- Charlotte Jane Dyson
  We head to to see what all the racket’s about.
Jun 17, 2002 Fender - strumming along -- Ian Cocoran may be more unplugged than amped, but overall it does a competent job of scaling the web.
Jun 10, 2002 Britney Spears - oops -- Charlotte Jane Dyson is empty and vacuous -- a perfect reflection.
Jun 3, 2002 Starbucks - decaffinated -- Charlotte Jane Dyson
  Does deliver a virtual perk up to the wearied surfer?
May 27, 2002 Billabong - killer -- Ian Cocoran
  Virtual surfing on is a killer outing with only a few choppy moments.
May 20, 2002 Gillette - smooth -- Ian Cocoran
  Is cutting edge or dull?
May 13, 2002 Sony Style - low frequency needs to align its site with Sony’s overall brand strategy.
May 6, 2002 Hugo Boss - loading -- Charlotte Jane Dyson
  One can spend a lot of time at … most of it waiting for the download
Apr 29, 2002 EasyJet - fueled -- Ian Cocoran
  Is's reported soaring growth and substantial praise deserved?
Apr 22, 2002 - unblemished -- Vivian Manning-Schaffel creates a virtual cosmetics counter. But can it overcome the overwhelming customer need to test products?
Apr 15, 2002 La Perla - revealing -- Charlotte Jane Dyson
  We luxuriate on Italian underwear brand La Perla’s web site.
Apr 8, 2002 Häagen Dazs - pure pleasure -- Charlotte Jane Dyson
  Dip into Hä for a truly decadent experience.
Apr 1, 2002 Virgin Atlantic - experienced -- Charlotte Jane Dyson
  The transatlantic flight market may be losing altitude but is soaring through cyberspace.
Mar 25, 2002 Sothebys - an appraisal -- Vivian Manning-Schaffel
  Sotheby's seeks a wider audience in the everyman atmosphere of the Net, while steering clear of any of the scandal surrounding its hallowed name.
Mar 18, 2002 Star Wars - intergalactic -- Abram Sauer
  If George Lucas could set opening-weekend-records just by screening a movie of his dog relieving himself, what's he done on
Mar 11, 2002 Mitsubishi - stalled -- Ian Cocoran
  The site guides the user effortlessly but leaves one with little impression of the brand itself.
Mar 4, 2002 Grolsch - swinging -- Ian Cocoran nurses away the shakes.
Feb 25, 2002 Jacuzzi - tepid -- Charlotte Jane Dyson
  How did manage to make its whirlpool brand seem so… dry?
Feb 18, 2002 Hard Rock - rocks -- Ian Cocoran
  The grows beyond its café days into a veritable super group.
Feb 11, 2002 - Rates a 28 -- Abram Sauer
  How does rate online?
Feb 4, 2002 Hilton - reserved -- Ian Cocoran
  Despite a cold welcome, offers a clean, efficient site, in line with the offline brand.
Jan 28, 2002 Pirelli - burns rubber -- Charlotte Jane Dyson
  Does Pirelli burn rubber online?
Jan 21, 2002 - fashionably functional -- Vivian Manning-Schaffel
  Is J Crew's e-tail site made to order?
Jan 14, 2002 Bob the Builder - gets the job done -- Ian Cocoran
  What sort of site has Bob built on the Net?
Jan 7, 2002 M&M's - sweet -- Charlotte Jane Dyson
  M&M’s website is choc full of ideas, but shelf life can run short when marketing to kids.