Intel Turns Down the Volume

After years of marketing and promotions resulting in a 2010 Interbrand ranking at number seven, it looks like Intel is prepared to tone down its presence as it builds its business in the consumer electronics area.  The familiar “Intel Inside” sticker would interfere too much with the design of products like TVs. So now Intel really is just inside.

“Our customers are really trying to deliver industrial designs that are beautiful and elegant,” Jim Nucci, a brand manager at Intel, said in the New York Times. “We don’t want to be an obtrusive element.”

For example, both Cisco’s new video conferencing system and Sony’s Internet TV products contain Intel chips, but neither company talks up that fact.

Still, just as the company was able to capitalize on the growth of the PC industry, the article says even without the labeling and co-marketing, the company can become a leader in  consumer electronics.

“Certain brands have the permission to do things, and Intel has the permission to have this discussion with consumers,” said Peter Sealey, a former CMO at Coca-Cola, in the story. “It’s only a matter of time until it’s off and running here.”