A recent dig through Dell's trademarks turned up a couple of curiosities – "Adamo" and "Adamo by Dell."According to the documents, the trademarks cover computer hardware, including possibly desktops and laptops.
The whole "Adamo by Dell" bit sounds rather fancy for a company that lumps all of its computers under just a handful of brands. But, apparently, this computer isn't your regular Dell computer. It has its own Web site after all, which says the product is coming soon.
Throw Adamo and Dell into a search engine, and you get nothing. Well, make that almost nothing.
A luxury goods publication appears to have some early marketing collateral from Dell for Adamo. "Rumor has it that Dell is coming out with a computer called Adamo that will rival the MacBook Air," Uptownlife.net writes.
But most telling of all might have been the reaction of Michael Tatelman, Dell's vice president in charge of consumer sales and marketing, to my question about whether or not Dell had an Air-like product in store. Mr. Tatelman's mouth gaped open and his eyes darted away from my face.
If looks could reveal product dimensions, then I'd guess that Dell's going even thinner and lighter than Apple.
After a couple of moments, Mr. Tatleman said, "I think we need to get some iconic products out there, so people associate Dell's brand with other things." Namely, that's goodbye to clunky, and hello to sleek.
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