the product naming blog

« Intel Logo Changes - Upper Case Font to Lower Case Font and Vice Versa | Main | How to Lose the Name Game »

January 2, 2006

Intel versus AT&T: A Battle for the Hearts and Minds of Consumers

Tomorrow, January 3rd, will formally announce its new and change.

Intel is dropping the “” slogan in favor of “”.

Intel Inside LogoIntel Leap Ahead Logo

An Intel representative, Bill Calder, said of the slogan change, “We’re aligning our brand strategy with our platform strategy of providing technology for personal computers. We’re now targeting to become a part of today’s living room.”

Intel Senior Vice President and Chief Marketing Officer Eric B. Kim explained [Subscription Required] the Leap Ahead slogan by stating that, “Everything we [Intel] do is a leap ahead”.

That’s great for Intel, but what’s in it for the consumer? I think this is an example of a company talking to itself or the industry at best.

AT&T LogoTake for example new slogan “Your World. Delivered.” I can relate to that as I think many consumers can. It says to me that they’re delivering everything that I’ll need.

My perception is consistent with what AT&T is saying they want the slogan to convey.

Wendy Clark, Vice President of Advertising for AT&T, states that the new slogan communicates, “What we’re saying is not only do we have a solution, we can deliver it.”

Shelley Almager, Director of Advertising, AT&T, remarks that the new slogan “…is attempting to convince customers that it can meet all their communication needs.”

Intel Core Solo LogoBack to Intel. Their new logo, as reported in my New Year’s Eve post, raises the lowercase e, changes the font slightly, while maintaining the swoosh around the Intel name - modest change at best.

I think that the new Intel symbol that replaces Intel Inside is visually complex and has many elements competing for one’s attention.

For instance, “Core” is the name for the new Yonah mobile chips whose models are designated Duo, for dual processors, and Solo for a single processor.

Inside™ as you can see, is trademarked. I think this is an example of a “split the baby” decision, and is also a bridge, a good one at that, from the former Intel symbol to the new one.

Intel Inside LogoDoes the Intel logo change strike you as “clearing out the cobwebs”, or “dumping” the Intel Inside slogan? Or, has the new Intel logo changed enough to consider the former one “a relic”? Eric Kim, Intel’s Chief Marketing Officer, thinks so, as quoted in a recent .

I say no, no, and no again. The Intel logo change is subtle at best, keeps part of the Intel Inside slogan, and maintains the swoosh with imperceptible modifications.

In sum, I feel that AT&T has a better-conceived strategy and a slogan that speaks to the target market while the Leap Ahead Intel slogan is a classic example of a company talking to itself.

However, with the $2.5 billion that Intel plans to spend, almost any slogan, even if it doesn’t speak to the hearts and minds of consumers, will have meaning over time.

But, a marketing budget is a terrible thing to waste.

Technorati Tags: , , , , , , , , ,

Posted by William Lozito at January 2, 2006 10:25 AM
Posted to | | | | | | |

Trackback Pings

TrackBack URL for this entry:



I could not agree with you more.

I think the changes at Intel are more about the Chief Marketing Officer wanting to put his stamp on things rather for solid strategic reasons. Or if it's for both, the former is driving efforts more than the latter.

By the way, don't the Samsung engineers, management and the products themselves deserve some or most of the credit for the dramatic rise of the Samsung brand?

Though not terribly impressed by either "leap ahead" or the new logo, I have heard it said on the For Immediate Release PR/communications podcast that the new logo and slogan reflect a greater change within the culture of Intel, brought about by the new CEO.

Also, the long association of "Intel Inside" with Windows machines would not be an advantage in the new Apple/Intel partnership.

Still, I'd think they could be a little more creative.


The Podcast you referred to makes my point. Leap Ahead does indeed sound like the company talking to itself.

The objective of changing the Intel culture by its CEO is understandable, but why utilize an external marketing tool (i. e. Slogan) to accomplish an internat objective?

There are many tools and techniques for changing a company culture without misusing a slogn which is an opportunity to emotionally bond with the consumer?

I like the new Intel logo. It looks more up to date than the old one.

But I really like the old Intel slogan better than the new one. "Intel inside" was the perfect expression of the co-branding strategy that was an important part of Intel's success: Making people ask for a computer with an Intel processor inside. This claim was very popular (even if I can only speak of how things are here in Germany).

The explanation that the new slogan fits better with the expansion into new market fields is not really convincing in my eyes. The old slogan would have done it as well. But for me "Leap ahead" sounds much weaker than "Intel inside". The new slogan sounds like typical expressionless marketing babble - "we are super-duper" ... You know what I mean. It could be the slogan of any other company as well.

Leave a comment