How Intel marketing remade the brand

Geoffrey Precourt

This report explores how Intel, the technology company, implemented a new campaign to help reinvent its brand.

Intel had a problem that any marketer would envy: It was too well branded.

Its "bong" sonic logo is the second most recognizable sound in the world (right behind a baby's giggle, and still a step ahead of a vibrating phone), and the brand's "Intel Inside" message has featured on the face of generations of PCs, effectively making it one of the smallest, but longest-lasting, forms of ambient advertising. The "Intel Inside" campaign – launched in 1991 – was so effective that its Pentium line of processors had the kind of household brand familiarity enjoyed by toasters and televisions.

"We...

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