Ok, sorted it through total trial and error. Hope this helps others.
What i had to do was:
1. Press reset while holding down B
2. Plug in the USB cable
3. Install the drivers as usual.
4. Unplug the Dingoo and press reset to go back to the standard Dingoo screen
5. Plug it back in but this time dont reset, just let it connect to the PC as if you were going to charge it.
6. Go to Start > Control Panel > System > Hardware > Device Manager
7. Under Disk Drives you should see 'China Chip PMP USBDisk USB Device', i actually had two show up.
8. Right click and uninstall the driver.
9. Now, go to the windows toolbar along the bootom of the screen and double click on the 'safely remove Hardware' icon.
10. Click on the 'USB Mass Storage Device' and click properties, again uninstall the drivers.
11. Unplug the Dingoo, use the reset +B again and then use the command prompts.
It seems the PC was listing the ChinaChip drivers but when you remove them in the Device Manager it is only removing the hardware and not uninstalling the drivers as they still show under the 'Safely remove Hardware' option on the toolbar.