Slashdot Mirror
Intel's New Slogan Clarified
OctoberSky writes "We already knew that Intel was changing its slogan. The new tagline will be 'Leap Ahead', replacing the 10 year old 'Intel Inside'. The move was initially reported here on Slashdot yesterday. The official announcement includes the slogan's replacement." From the article: "Intel shares, up 7.2 percent this year, fell 37 cents to $25.07 yesterday in Nasdaq Stock Market composite trading. The change in Intel's brand is the first step in a $2.5 billion marketing campaign, BusinessWeek reported earlier, without making clear where it got the information. Intel spokesman Bill Calder declined to comment on the number. "
Obviously they are still a powerhouse in processors, but still one must wonder how they could have lost the number 1 position to AMD when it comes to 64 bit processors. A company only makes moves like this when they feel they need to make a change.
Isn't naming the strategy "Leap Ahead" a tacit admission that they are in fact, across the board behind? They are losing market share in every major sector. CPU's, Memory, Networking. I predict it will have to be a big leap, or we're going to see Intel face real competition. I also have to note that they might be better off if that $2.5 billion went to hire someone capable of making better processors. I also wonder how much the new slogan cost, per word.
Now they are trowing away a widely known slogan in the hope of recreating the success of the old one. Does McDonalds replace the M even if it tries to change its image of greasy fastfood? Does Coca-Cola launch a new blue and white bottle?
No, you don't destroy slogans/names unless you feel that to not get a new image is going to kill you or if your marketting department has been let loose out of the basement.
Intel inside has a lot of spoofs but that is good. Only the well known can be spoofed. Neither does Intel have a bad name among the general public. AMD is nibbling away but is that the time to go for a new slogan? Right when you want people to think "Hmmm well that machine looks hot but why doesn't it have that Intel Inside logo? I don't trust it. What is AMD anyway a chinese clone?" you remove that.
I think this is the case of the runaway marketting department, any person living in a country were a national industry has been privatised can tell you what that is like. Were a name like "PTT" is twisted around and recoloured and resloganed so many times and people still call it by the old name because people don't change. For the dutch how many new names has your medical insurance company or elec/gas company had in the last decade?
I say that the moment we are finished with shooting the lawyers we move on to the marketing people. Who is with me?
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