skip to Main Content



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 sought our help to expand its portable PC line up with a new laptop to sit alongside its ‘Latitude’ brand.We were hired to create the name options for Dell’s new laptop line.


The new laptop name ‘Inspiron’ was derived from the word ‘inspire’ as well as the word ‘on’ to suggest a computer users could always be connected with and productive.

For more than 25 years, Dell has turned to WANT Branding as their strategic naming agency. 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.

And, in 2019, we worked with Dell once again and their Corporate Social Responsibility group to create a new campaign idea ‘Progress Made Real.


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.

Today Dell is a $90B company with clear policies and guidelines around brand naming to ensure that the Dell brand is optimized and continues to build equity.


  • B2C
  • Brand Strategy
  • Brand Naming

New York, NY

Miami, FL

Denver, CO

Back To Top