Rachael Henke’s short title is just “brand” at Dell Technologies. Her formal title is long, but it’s a big job, for a big company: Director of Global Brand Advertising Content and Customer Engagement Storytelling. That means, per Henke, “everything we do is to elevate the brand through content.” Because, while most everyone has heard of “Dell,” her job is to ensure everyone knows the larger entity – created from the merger with EMC some three years ago -- “Dell Technologies” and that it’s gone from primarily computers to being “an end to end essential technology partner”.

While computers are “still a very critical part of our business, we really want to focus on the B2B space, showing how we’re driving innovation and emerging technologies across areas like cloud storage and AI.” For Henke, that means that while being part of the brand team for a 150,000-person global company is impressive enough, she’s also, necessarily, a woman who can use “hyperconverged infrastructure solutions” in a sentence. But it’s still a human-oriented brand, evidenced from top-down actions like Michael Dell donating $100 million dollars to pro social initiatives during our current COVID-19 crisis. So, in Episode 6 of Insider Interviews, Henke tells E.B. Moss how her team approaches brand storytelling – turning complicated offerings into human-oriented content.