Friday, September 20, 2019

Dell Latitude’s Brand Message Champions Women in Leadership Roles

While talking about gender diversity, Sheryl Sandberg, Chief Operating Officer of Facebook, once revealed, “Endless data show that diverse teams make better decisions.” With International Women’s Day just around the corner, brands across industries are doing their best to align their branding activities with this special day. No doubt, organizations are putting their best foot forward in eliminating gender inequality at the workplace. However, what remains a challenge is the lack of women participation in leadership positions, more specifically in India.

As validated by a global survey done by Grant Thornton – Women in business: New perspectives on risk and reward—India is the third lowest country when it comes to having women in leadership roles, as only 17 percent of senior roles are now occupied by women. Time has come for organizations to change this percentage, as greater diversity translates into more ideas, higher creativity, and greater employee engagement.

Of late, a growing number of brands are focusing on diversity while defining their brand messages. Nevertheless, a recent brand film showcasing women playing the role of leaders as well as decision-makers—which caught my attention—was that of Dell Latitude 7000 series. The film shows women in the top CXO roles, along with their peer group, thereby striking a subtle gender balance in the leadership position.

In the film, the brand beautifully depicts the challenges, hard work, and the unprecedented ups and downs that inculcate excellence and outstanding decision-making abilities into CXOs irrespective of gender—while they ride the corporate ladder.

Watch the #AtParWithYou video here

Showing women leadership as decision-makers in domains like, Marketing, HR, and Security—the film reveals how these decision-makers are breaking the glass ceiling of gender inequality and leading by example and how they are reposing their trust on the Dell Latitude 7000 Series—known for its sturdy designs and high-end functionality—as their reliable computing partner. Specifically, the close shot wherein an HR head closely looks at her computer screen while contemplating the performance reviews of her employees sends a strong message that women are steadily and speedily coming at par with the leader hidden in them, finally.

Promoting gender diversity through its branding activities is what sets Dell apart from many other brands. Another campaign by Dell Latitude series—which was launched some time back—again smashed the gender stereotype and saluted the power of women leadership by projecting a female face as a Dell Persona – Corridor Warrior—who takes care of so many things right from the desk to the meeting or somewhere in between.

Such examples are many, but the core is the same—Dell as a brand swears by gender equality at the corporate level and all its branding activities resonate well with this fact.

Women in Leadership

Click here to know more about the Dell Latitude 7000 Series.

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