They will soon be worthy competitors against Dell, Gateway and Compaq. Still, despite the success Dell, the reality is only one out of ten computers sold is a Dell . So Dell has a long way to go dominating the PC market. I believe that PC brands need to develop a personality. When they do develop a personality, the reasons for buying a PC will be based in part for the desire just to have one.
Desires motivate purchases.
Companies need to arouse desire. The personality of your brand. And people will pay more for that personality. Try and describe Dell's personality. Try and describe Creative's personality.