Intel to Unveil New Branding Strategy http://www.washingtonpost.com/wp-dyn/content/article/2005/12/29/AR2005122901 179_pf.html
By MATTHEW FORDAHL The Associated Press Thursday, December 29, 2005; 9:42 PM SAN JOSE, Calif. -- Intel Corp. is launching a new corporate and brand identity that will include a reworked company logo, a change in its ubiquitous "Intel Inside" stickers and a shift away from the Pentium name for its microprocessors. The changes, which will be formally announced Tuesday, come as the world's largest chip maker tries to market itself less as a chip outfit and more as a provider of platforms, such as its Centrino technology for notebook computers or its upcoming Viiv for entertainment PCs. "This evolution will allow Intel to be better recognized for our contributions, establish a stronger emotional connection with our audiences and strengthen our overall position in the marketplace," said Eric Kim, Intel's chief marketing officer. In one move, the company is removing the familiar dropped "e" from its logo, which has been little changed since the company was founded in 1968 by Gordon Moore and Robert Noyce. And like the recently revamped AT&T Inc. logo, the letters that make up "Intel" appear in lower case. Intel also is simplifying the "Intel Inside" stickers that first appeared on PCs in 1991 under then CEO-Andy Grove. But the marketing program in which Intel subsidizes PC makers who use Intel chips and stickers will continue, Intel spokesman Bill Calder said. Intel, based in Santa Clara, also is announcing that its next-generation processors for mobile computers will be called "Core" rather than "Pentium M." Processors with a single computing engine will be known as "Core Solo," while chips with two engines will be called "Core Duo." Eventually, it's expected Intel will completely retire the Pentium brand that was introduced in 1993. The company's logo will also include a tag line, "Leap ahead." It's "a simple expression that declares who we are and what we do," said Kim, who joined Intel last year from Samsung. The shift toward platform technologies started in 2003, when Centrino technology _ consisting of an Intel microprocessor, chipset and communications chips tuned for wireless computing _ was launched. In a move that's credited with raising public awareness of notebooks and wireless networking, Intel launched an aggressive marketing campaign that included validating Wi-Fi hot spots to ensure interoperability with Centrino-branded systems. Early in 2005, shortly after it was announced that Paul Otellini would take over as the company's first CEO with a background in marketing, Intel announced a reorganization that created five business divisions focusing on specific markets, including enterprise, homes, mobility and health care. In early 2006, it's expected to launch a platform called Viiv (rhymes with "five") that will focus on the home entertainment PC market. As with Centrino, Viiv-stickered computers will be tested for interoperability with Viiv-branded gadgets, services and content to ensure everything plays well together. Intel microprocessors also will soon be found at the core of Macintosh computers, though it's unclear whether Apple Computer Inc. will participate in Intel's marketing programs. © 2005 The Associated Press You are a subscribed member of the infowarrior list. Visit www.infowarrior.org for list information or to unsubscribe. This message may be redistributed freely in its entirety. Any and all copyrights appearing in list messages are maintained by their respective owners.