Intel reinterprets its brand value
Intel has decided it's time to make some hip new friends.
For a quarter-century, the slogan "Intel Inside" – a reference to the chips which power millions of computers and other digital devices – has been at the heart of the technology company's marketing. And this implicit message reflected its engineering heritage, and the notion that Intel was quietly working behind the scenes to the customer's advantage.
But the downside of familiarity, according to Penny Baldwin, Intel's VP/Global Marketing and Communications Group, is that the brand had effectively made itself anonymous.
The...