Intel has been using the same logo for the last thirty-seven years. We have been seeing “Intel Inside” on stickers denoting what processor is inside computers since 1989, and now, this is all going to change. Intel is changing its tagline from “Intel Inside” to “Leap ahead,” on its new products. A recent Intel press releases stated, “This tagline is Intel’s unique brand promise and is designed to communicate what drives Intel as a company, and what Intel makes possible.”
Intel senior vice present, Eric Kim recently stated in a press release, “Intel has one of the most valuable brands in the world, and we intend to grow the value of our brand as we evolve the company, 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.”
The “leap ahead” campaign is a logical extension of the approach in design and marketing of its Centrino line, in which the Pentium M processor, an Intel chipset, and an Intel-wireless card were all combined in a notebook and given the name Centrino. By using a strategy of combining products in computer systems, Intel can sell more of its non-processor products by including them with Intel Processors and giving the sum of the Intel parts a marketing name, so that when users purchase a Centrino notebook, users know they will be getting specific Intel parts.
Intel “Viiv” technology was released earlier this year and it is a brand of Media Center PC’s. Intel has stated that Viiv-based PCs will feature dual-core processing, remote control operation, gigabit Ethernet controllers and wireless network cards. Viiv-based PC’s will also act as a personal video recorder with the addition of a TV tuner card. It will also feature a “Quick Resume” Technology” which will allow users to turn off and on the computer in a manner of seconds.
Kim said, “‘Intel. Leap ahead.’ is a simple expression that declares who we are and what we do, This is part of our heritage. Our mission at Intel has always been to find and drive the next leap ahead – in technology, in education, social responsibility, manufacturing and more – to continuously challenge the status quo. It’s about using Intel technology to make life better, richer and more convenient for everyone.”
