Micron Electronics, a direct seller of computer systems, is ready to raise brand awareness, and maybe raise a little hell in the process.
The Nampa, Idaho-based company, a distant third after Deli Computer Corp. and Gateway in direct selling of personal computers in the U.S., is known by savvy computer users for manufacturing powerful products with leading-edge technology and for winning prestigious industry awards. But overall brand awareness is virtually non-existent.
So Micron is in the midst of a radical repositioning, a rebuilding so significant that insiders are calling Micron a $2 billion start-up. Next month, it will unveil a new, more defined branding strategy.
Micron will target small and midsize businesses, including home businesses, as well as individuals, analysts say, rather than the Fortune 500 companies that are so well-served by Compaq Computer Corp., Houston; Dell, Round Rock,…