Intel Branding
Intel Corporation, founded in 1968, is a global technology company that manufactures communications and computing components such as processors, chipsets, graphic chips, among others. Going by the size of their revenue, Intel is the largest manufacturer of chips in the world.
In 2015, Intel was ranked as the world’s 56th most valuable brand and in 2016, it was ranked 14th
For decades, any time someone thought, read or heard about Intel, the first thing that would usually come to their minds is ‘Intel Inside’. That brand identity turned out to be rather detrimental to their brand value. Penny Baldwin, Intel Corporation’s VP and GM of global brand management and reputation, is quoted to have said “By putting the focus on Intel Inside, we’d gone brand invisible. We were distanced from the consumer with no direct relationship, no visceral presence and no tangibility.” Intel realised this and decided to do something about it. No longer did they want to be known as just makers of computer chips and components. They wanted to be, according to Baldwin, a brand that connected with their consumers and enabled experiences outside of the chip.
Amazing Experiences Outside
This is the new tagline of Intel’s branding strategy and campaign which was launched in January 2016. They have retained the Intel Inside campaign but have found a way to make it work with their new campaign and identity. Now as a consumer, you would recognise that Intel is indeed inside, but you would be able to relate with the brand as a person. Penny Baldwin said “We are trying to bring our brand from the inside to the outside.”
Focus Of The Brand
The new campaign and identity focuses on four main sectors which are sports, music, entertainment and gaming. These four categories are the most highly interacted with categories when it comes to human activities. Every human being participates in at least one of the four. The strategy of the campaign is to create a direct connection between the role of the Intel technology and the experiences in these four categories that the technology enables. The focus on these categories is seen in their work with Lady Gaga and their presence at activities such as the NBA All Star Weekend.
Intel #IAmPowerful
Not only is the campaign enabling amazing experiences outside, it is also connecting to the heart of its consumers with sub campaigns such as #IAmPowerful. The campaign focuses on enabling consumers to see themselves as being better and powerful, and able to create change for themselves and in their communities because of the technology they get from Intel.
With the new brand campaign, Intel has opted to continue with the brand marketing partnership they have with computer manufacturers such as Lenovo and HP, in which they badge their products with the Intel badge.
Increased Brand Value
The shift in brand strategy has paid off for Intel as they have increased their brand value by 4% for two consecutive years. They are now ranked the world’s 14th valuable brand according to Interbrand’s 2016 Best Global Brands and rank 6th in the world on consumer perception.
