You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Dell Goes Back to B2B Roots With Latest Campaign Tapping the Startup Mentality Seems to Appeal to Consumers as Well By Seth Fineberg, Published on March 03, 2014 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.