As part of its turnaround strategy, Intel is bringing back one of its branding favorites, unveiling “That’s the power of Intel Inside®.”
The chipmaker’s “Intel Inside” campaign, first launched in 1991, become synonymous with the company, thanks to a broad marketing comapaign, TV commercials, and stickers on many of the most popular computers and laptops.
In an effort to bring return to its former glory, Intel has announced an updated version of the branding.
Intel introduced its new brand to the world Tuesday at the Intel Vision 2025 event in Las Vegas. Leading with “That’s the power of Intel Inside®,” Intel leans into the essential role the company – along with its partners and customers – plays in the world while giving a nod to the company’s wildly popular “Intel Inside” campaign of the 1990s.
The company hopes the branding will remind customers that Intel is powering the machines they use.
Brett Hannath, chief marketing officer for Intel, says the new brand platform anchors on the idea that “Intel ignites the greatness within” – in every employee, customer, consumer, community, partner. All the while, it allows Intel to reflect on its proud heritage. (The Intel Inside co-marketing campaign launched in 1991 helped Intel become a household name around the globe over the next decade.)
Intel CEO Lip-Bu Tan has the unenviable task of turning Intel around after years of mismanagement resulting in the company losing its competitive advantage and yielding the crown as top chipmaker to TSMC. Tan made clear he intends to trim Intel, spinning off non-core business units in an effort to return the company to its roots.
The new branding campaign makes clear that Tan and company are wanting to return Intel to its past glory, not just in technical ability, but in mind share as well.
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