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Intel Confirms New Branding Strategy.

Intel Unveils New Brand Identity

Category: CPU

by Anton Shilov

[ 01/04/2006 | 11:22 AM ]

Intel Corp. formally disclosed its new set of logotypes as well as a new tagline. The move should emphasize once again the new platform solutions business approach as well as establish better “emotional” connection between customers and the world’s largest market of chips.

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“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 senior vice president and general manager of the sales and marketing group.

Intel reorganized itself around the platform model last year, and is now focused on four key market segment opportunities: mobile, digital home, enterprise and health. The company has also announced that it will deliver a new platform for the digital home – Intel Viiv technology – in early 2006.

The main brand identity for Intel from now on will be “Intel Leap Ahead” motto, which will replace the “Intel Inside” tagline introduced more than a decade ago.

“‘Intel Leap ahead’ is a simple expression that declares who we are and what we do,” said Kim. “It’s about using Intel technology to make life better, richer and more convenient for everyone.”

The new corporate motto from Intel does the opposite of what “Intel Inside” did: the “Intel Inside” brand told customers to be confident with the fact that an Intel processor is inside, the “Leap Ahead” motto should say that Intel is everywhere and leaps the technology forward, something which should transform the company into a technology provider recognized by consumers not interested in technology, those, who may be seeking for Viiv media center computers.