[Slate]
Before last month, Dell had made only one attempt to look cool in its 22-year history. I don’t need to tell you that the “Dell dude” wasn’t the coolest guy on the planet. Dell’s second attempt to win street cred, its recent acquisition of the hip, gamer-friendly computer manufacturer Alienware, will probably prove more successful. That’s because Dell has accepted the fact that it simply is not cool, and the only way for it to get a cool brand is to buy one.
[Read the rest of Dell’s Quest for Cool]
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