Shifting over 80% of its revenue towards IT services and solutions, Dell has made major strides over the past few years. Traditionally a direct-to-consumer brand, Dell’s focus on delivering effective and accessible technology for SMB and enterprise customers around the world has evolved the organization’s operational structure, positioning it for significant growth. Though business strategy and key target audiences have changed slightly, Dell’s marketing and communications remain authentic to its customer-centric model. Giving Dell a boost, a new advertising campaign, “The power to do more,” has increased awareness, choice, and overall brand health. A leader in social media, Dell’s state-of-the-art Social Media Listening Command Center helps the brand utilize social media in an optimized way to enhance consumer brand experience and tap into potential new revenue streams. On the corporate citizenship front, the new Digital Operations Center that Dell developed for the American Red Cross is the first social media-based operation devoted to humanitarian relief and will help expand the Red Cross’s ability to engage with the public during emergencies.