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Dell Computer is one of the world’s greatest business success stories. At the age of 19, Michael Dell created PC’s Limited with $1,000 and a game-changing vision for the technology industry. In four short years, Dell went public, raising $30 million and increasing market capitalization from $1,000 to $85 million.

In 1997, Dell first sought our help to expand its portable PC line up with a new laptop brand that would sit alongside its ‘Latitude’ brand. We were brought on to create the name options for this new line of laptops. The name Inspiron was selected as a unique invented name to inspire users using the laptop.


Over the last twenty years since our work naming Inspiron, Dell has turned to us to help solve some of the toughest branding and naming challenges. The new laptop name ‘Inspiron’ was derived from the word ‘inspire’ as well as the word ‘on’ to suggest a computer that would enable users to always be connected and productive.

In 2004, we created a new naming architecture and naming policy to guide Dell on when and how to name products, services and offerings.

In 2005, we proposed an innovative retail store design for downtown NYC which was widely praised by the marketing team.

In 2019, we rebranded SecureWorks’ security platform to Taegis – inspired by the legendary shield of Zeus (aegis) + technology.

As part of the Progress Made Real initiative, we created the name All For Progress for Dell’s employee resource group to denote a group committed to the achievement of the goals set out in the Progress Made Real campaign.


Released in 2000, the Dell Inspiron 2100 was a lightweight laptop that Dell branded as “Ultra-Thin & Light” and “Ultra-Mobile.” Its starting price was $1,699. The Inspiron has helped Dell become the #3 global seller of laptops and PCs.

While still early, the All For Progress name has served to garner support for Dell’s 2030 push for inclusion and sustainability.

Today Dell is a $90B company with a brand worth $18B according to BrandFinance calculations and rankings.


  • B2C
  • Naming landing
  • Brand Strategy
  • Brand Naming
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