January 23, 2006
Intel Unveils Brand New Image
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technology - in early 2006. The announcement was made at the same time as the Consumer Electronics Show in Las Vegas. Paul Otellini was one of the keynote speakers at the show.
On rare occasions companies change their names. A name change might occur as a result of a merger or major acquisition such as Exxon Mobil. Synopsys began in 1986 as Optimal Solutions. Cadence Design Systems, Inc was formed in May 1988 as the result of a merger between SDA Systems Inc. and ECAD, Inc. The name change might occur in an attempt to overcome negative publicity such as WorldCom becoming MCI. This might occur when a firm changes its basic business strategy. It might occur when a firm wants to replace a name associated with outmoded technology. IBM was Computing-Tabulation Company until 1924. It may simply occur as a marketing effort to revitalize a struggling company.
When a company changes its name, it generally changes its logo. A company may obviously change its logo without changing its name. The IBM logo was originally based on a globe. The familiar three letter logo was originally an outline of the letter, it then became a solid version and is now a stripped version. In the case of a name and/or logo change a firm will spend a substantial amount of money developing new and replacing old versions of everything with the company name or logo.
A good example of a company name change is Exxon. In the early seventies Jersey Standard changed its corporate name to Exxon enabling it to replace three regional brands (Esso, Enco and Humble) of gasoline with a single national brand. After the merger with mobile the firm became Exxon Mobile. A more recent example of a company name change is SBC Communications Inc. who changed its name to AT&T Inc. after it acquired AT&T Corporation.
An example of a logo change would be the NBC (National Broadcast Company) who in 1976 introduced with considerable fan fare a new logo, a stylized "N" built from two trapezoids. They were embarrassed when it was found that tiny Nebraska ETV Network that had a nearly identical logo. NBC paid the Nebraska company to obtain the rights to the logo.
Companies frequently change product names, advertising themes and taglines. Taglines are an important component of marketing campaigns. General Electric taglines have included "We Bring Good Things to Life", "Progress is Our Most Important Product", "Live Better Electrically," and now "imagination at work". Nike uses "Just Do It", BMW "The Ultimate Driving Machine" and IBM "On Demand"
Sometimes a company changes its name or a product name for political correctness. There once was a dietetic candy called AIDS. In 1957 Sam and Bo started a restaurant called Sambo's. The restaurant chain once had over 1,200 units. The firm used a logo based on a children's story called "Little Black Sambo". Although the story takes place in India and Sambo is Indian, many thought the boy was African. The negative public relations caused the firm to close all but the original store in Santa Barbara. AIDS dietary candy
A brand is a product, service or concept that can be distinguished from similar products, services and concepts the way cattle ownership can be determined by a symbol burnt into the skin of the animal. The visual elements of a brand included shape, font, color and text. But a brand is more than this. According to Building Brands Limited a brand is "a collection of perceptions in the mind of the consumer." In the heyday of IBM hardware is was said that "no one ever got fired for buying IBM"
number 5 behind Coca-Cola, Microsoft, IBM and GE. The value of the Intel brand was calculated to be nearly $36 billion.
The original Intel logo developed 37 years ago (1968) by company founders Robert Noyce and Gordon Moore was described variously as dropped-e, lowered-e or decended-e Intel logo. In 1991 Intel began using Intel Inside advertising logo. The Intel Inside® Program is one of the world's largest co-operative marketing programs, supported by thousands of PC makers who are licensed to use the Intel Inside® logos. The new logo will feature an oval swirl souring the company name.
New and Old Logo
New and Old Ad Logo
The re-branding includes
Branded platforms: Viiv, Centrino, Centrino Duo
Core: Solo, Duo
Pentium: D, M, 4HT, Extreme, 4, 4 Extreme
Celeron: M, D
Each of these has its own logo with a consistent look and feel. The 'Intel Inside' still appears as part of some of the logos.
more - to continuously challenge the status quo. It's about using Intel technology to make life better, richer and more convenient for everyone."
Otellini, Intel's first chief executive without an engineering degree, has strong opinions about being more market than technology driven. He sees the days when Intel could thrive by being focused on individual microprocessors as past and he believes the firm needs to be bringing together chips and software into so-called platforms.
The company staretgy had been to develop new and improved microprocessors by ramping up their clock speeds, by developing chips based on multicore processing, or by having two or more cores in one processor.
In 2003 with the introduction of Intel Centrino mobile technology Intel first provided customers with full sets of technology ingredients - such as microprocessors, chipsets, communications chips, base software capabilities, and other enabling tools that work together as a platform to improve the way technology is used.
computing and communications resources to be successful, making Intel's entire structure consistent with our platform products strategy. " For the first three quarters of 2005 the Digital Enterprise Group had $18.8 billion in revenue, the Mobility Group $9.7 billion and the others combined for $189 million.
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-- Jack Horgan, EDACafe.com Contributing Editor.
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