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<Intel's New Brand Structure Explained ⁄ >




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Over the last year or so, Intel has been quietly working behind the scenes taking a hard look at our brand structure and exploring ways to make it more rational and easier to understand. The fact of the matter is, we have a complex structure with too many platform brands, product names, and product brands, and we've made things confusing for consumers and IT buyers in the process.

All that is about to change. Or at least, we begin a process of change that will evolve over time. Here's what to expect:

1) First and foremost we've created a structure that leads with Intel. It seems simple, but we've lost some of this connection and we need to remind people who we are and what we make possible. This is the backdrop for our latest ad campaign, Sponsors of Tommorrow. As Silicon Valley historian and author Michael Malone recently wrote, "...what happens upstream in the world of chips sets the pace for everything that happens downstream in computers, smart phones, videogames, servers and, ultimately, in social networks, Google, Twitter, Facebook, etc."



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http://blogs.intel.com/technology/2009/06/over_the_last_year_or.php




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