Intel to 'Leap Ahead' With New Strategy

BOSTON Intel said it would make a push into the consumer marketplace with a new tagline, “Leap ahead,” in upcoming efforts to promote its Centrino processors used in notebook computers.

“Leap ahead” replaces the 15-year-old “Intel inside” slogan, though that phrase will likely continue to grace manufacturers’ stickers on actual PCs that incorporate Intel technology. Intel will also alter its iconic logo, elevating the dropped “e” that has graced its nameplate since the company’s founding 37 years ago.

Interpublic Group’s McCann WorldGroup, led by McCann Erickson and Universal McCann, serve as Intel’s lead creative and media agencies, having added the estimated $300 million global business following a review earlier this year [Adweek Online, March 10]. The Santa Clara, Calif.-based company spent about $110 million last year in U.S. measured media, per Nielsen Monitor-Plus.

“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,” said Eric Kim, Intel senior vice president and general manager of sales and marketing, in a statement. “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.”

Intel’s strategy shift marks the second time in as many days a major technology company has launched a rebranding effort. AT&T yesterday unveiled a new campaign tagged “Your world. Delivered,” its first effort following the completion of its $16 billion acquisition in November by SBC.

—Adweek staff report