Intel makes the microprocessors found in 80 percent of the world’s personal computers. Today, it is one of the most valuable brands in the world, with revenues exceeding $37 billion. In the early days, however, Intel microprocessors were known simply by their engineering numbers, such as “80386” or “80486. ” Since numbers can’t be trademarked, competitors came out with their own “486” chips and Intel had no way to dullness’s Itself. Nor could consumers see Intel’s products, burled deep inside their PC’s. Thus, Intel had a hard mum convincing consumers to pay more for Its gig performance products.
As a result, Intel created the quintessential ingredient branding marketing campaign and made history. It chose a name for its latest microprocessor introduction that could be trademarked, Pentium, and launched the “Intel Inside” campaign to build brand awareness of its whole family of microprocessors. This campaign helped move the Intel brand name outside the PC and into the minds of consumers. In order to execute the new brand strategy, it was essential that the computer manufacturers who used Intel processors support the program.
Intel gave them significant rebates when they Included the Intel logo in their PC ads or when they placed the “Intel Inside” sticker on the outside of their PC’s and laptops. The company created several effective and Identifiable marketing campaigns In the late sass to become a recognizable and well-liked Ingredient brand name. The “Bunny People” series featured Intel technicians dressed in brightly Intel also used the famous Blue Man Group in its commercials for Pentium Ill and Pentium IV. In 2003, Intel launched Centurion, a platform that included a new sorceresses, an extended battery, and wireless capabilities.
The company launched a multimillion dollar media effort around the new platform called “Unwired,” which urged the wired world to “Unwire. Untangle. Unburden. Uncompressed. Unstressed. ” “Unwired” helped the company generate $2 billion in revenue during the first nine months of the campaign. As the PC industry slowed in the mid-sass, Intel sought opportunities in new growth areas such as home entertainment and mobile devices. It launched two new platforms: Vii (rhymes with “five”) aimed at home entertainment enthusiasts, and Centurion Duo mobile.
In addition, the company created a $2 billion global marketing campaign to help reposition Intel from a brainy microprocessor company to a “warm and fuzzy company’ that offered solutions for consumers as well. As part of the campaign, Intel’s new slogan “Leap Ahead” replaced the familiar “Intel Inside” campaign that had become synonymous with the Intel brand, and a new logo was created. In 2007, Intel created the Classmate PC-?a small, kid friendly, durable, and affordable Intel processor-based computer intended for children in remote regions of the world.
It as part of an initiative called Intel Learning Series, intended to help expand education in technology throughout the world. The following year, Intel launched the Atom processor, the company’s smallest processor to date, designed for mobile Internet devices, notebooks, and net tops such as the Classmate PC. Also that year, Intel introduced its most advanced microprocessor, the Intel Core 17, which focused on the needs for video, 3-D gaming, and advanced computer activities. Both processors became an instant hit.
The Atom, smaller than a grain of rice, ideally roared the growing market of notebooks-?mobile, light computers that weighed as little as 13 ounces. Intel sold more than 20 million Atom processors for notebooks in its first year alone and 28 million in its second year. Some analysts predict that when the Atom processor taps into the smart phone and cell phone markets, Intel could sell hundreds of millions of units in a very short amount of time. Intel’s most recent ad campaign aimed to improve the company’s brand awareness was entitled “Sponsors of Tomorrow. The commercials highlighted Intel’s role in changing the future of genealogy and took a humorous tone. In one, a middle-aged man wearing his company ID tag struts through the cafeteria as fellow employees scream, grope, and beg for his autograph. The screen reads, “Lay Bath, co-inventor of the U. S. B. ” as the employee (played by an actor) winks at a fan. The ad ends with the line, “Our superheroes aren’t like your superheroes. ” As Intel’s superheroes continue to create powerful microprocessors for smaller and more mobile devices, the company’s brand value continues to grow, as does its influence on the future of technology.
