January 2, 2006
Intel versus AT&T: A Battle for the Hearts and Minds of Consumers
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.
Take for example AT&T’s 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.”
Back 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.
Does 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 BusinessWeek article.
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.
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