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Intel

Intel Refreshes Iconic Brand (tomshardware.com) 61

Posted by msmash from the power-of-intel-inside dept.
Intel has unveiled a refresh of its iconic brand identity, introducing the slogan "That's the power of Intel Inside" to reconnect with consumers and highlight the chipmaker's role in modern computing. The new campaign resurrects the familiar "Intel Inside" theme that helped transform the company into a household name in the 1990s, when Intel's marketing strategy directly targeted consumers rather than system designers.

Brett Hannath, Intel's chief marketing officer, said the message reflects the company's belief that its products can unlock potential for employees, customers, consumers and partners. The original "Intel Inside" campaign, launched in 1991, revolutionized tech marketing by making processors a key selling point for PCs with its recognizable sticker and five-note jingle. The strategy helped Intel differentiate itself from competitors like AMD and Cyrix during the PC market explosion.

Intel Refreshes Iconic Brand More | Reply

Intel Refreshes Iconic Brand

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  • To me, it mainly brings to mind "thermal design power", which resurrects memories of some of Intel's least cherished moments.

  • For many of Intel's chips now.

  • Well, good for them (Score:4, Funny)

    by Mr. Dollar Ton ( 5495648 ) on Thursday April 03, 2025 @12:31PM (#65278867)

    They can also try to resurrect the Itanic, too.

  • It must be true. Let's not focus on turning the erosion of its technical talent base, instead, fire up marketing and let's chant slogans!

  • Their slogan isn't their problem (Score:3, Interesting)

    by Varenthos ( 4164987 ) on Thursday April 03, 2025 @12:35PM (#65278881)
    Their slogan isn't their problem, their reputation is. It's been non-stop news story after news story of massive problems with Intel for the past year, or more. Largest, and most egregious, are 13th and 14th gen CPUs self-immolating by drawing way too much power (325W+ when rated for 253W max). Not far behind is the absolutely woeful performance of their Core 2 Ultra CPUs. They're performing about on par with 12th gen.

    I just built a new system, and for the first time ever, in the 30 years I've been building systems, I went with an AMD CPU. The 9950X3D simply obliterates anything Intel has put out recently, and without all of the question marks that follow in the wake of all of their massive fuckups of late.

    I was ride-or-die team Intel. But until they do some massive reputational rebuilding - not the PR kind, the putting out good products free of massive defects kind - I can't bring myself to use an Intel CPU, or recommend one to anyone that asks.

    • Re:Their slogan isn't their problem (Score:4, Interesting)

      by alvinrod ( 889928 ) on Thursday April 03, 2025 @01:42PM (#65279027)
      Intel still does have some good products, but they're largely the mid-level consumer market sort that don't get talked about even if they're what most consumers end up getting. Intel's problem is that they and their marketing lived by having the top consumer CPU for so long that the ends they had to go to just to try to stay in that position were not good for them or their consumers. You don't make a CPU that can draw 300+ watts because you've shrugged your shoulders at board partners creatively interpreting your poorly defined specifications unless you're desperate.

      The mid-range parts were not pushed as hard and don't suffer the same problems. AMD is still competitive with Intel in those segments, but it's not as much of a stomping as at the high end. Intel would be a lot better off if they hadn't flown too close to the sun and severely tarnished their brand in the process.

      • Consumers don't make purchasing decisions on CPUs. They buy what is in the shop. On the flip side there's virtually no one in corporate IT who hasn't read these stories. That is the biggest target market for PCs.

        And if you're selling anything other than bottom tier i3s/i5s then you're targeting consumers who do actually do their research.

        The ignorant masses don't have much impact on Intel's bottom line.

    • I think you overestimate how widely these stories hit. Most people haven't heard much of anything beyond maybe the stock woes.

    • 13th and 14th gen CPUs self-immolating by drawing way too much power (325W+ when rated for 253W max).

      It wasn't a only power problem, it was also a max voltage problem.
      Also, this particular issue wasn't Intel's fault, it was motherboard AIBs doing stupid shit, like they usually do.
      Intel's problem was a chemical contamination doing manufacturing, which led to slow degradation in more extreme circumstances, which otherwise wouldn't have happened.
      But we digress. Carry on.

      • Intel didn't provide them with hard standards until after the first failures

        • As a matter of fact, they did. The 253W power spec was announced before CPU release dates, everyone knew about it, yet motherboard AIBs competed with each other to provide "MAX PERFORMANCE!!!111" and disabled any limitation. I mean, "4096W" is, well... stupid.

  • But i bet they're already on this case, but it's taking a while because making a brand new arch is pretty hard.
    Assuming they survive, i bet their next arch will take a page out of apple M1 and have this very wide pipeline, now apple proven it's not a waste of billions of dollars.
     

    • Re: (Score:1)

      by Anonymous Coward

      They did have a next arch, X86S. They killed it.

      • Re: (Score:2)

        by Z80a ( 971949 )

        I mean internal arch
        x86 CPUs since the pentium pro are RISC CPUs with a thin translation layer that nowadays act more or less like compression.
        So i'm talking about the chip behind the translation layer, that could use a very wide pipeline and other things.

        • Re: (Score:2)

          by Z80a ( 971949 )

          Oops, actually reading about the thing i noticed its not a weird shorthand for itanium or something.
            but it does not seem like a good idea anyway, it wouln't save that much die space, and would just hurt compatibility.

  • Is this how you innovate now? (Score:3)

    by nightflameauto ( 6607976 ) on Thursday April 03, 2025 @12:40PM (#65278899)

    Tell marketing to give you a new catchphrase and voila! Everything's fine again! Why, with that catchphrase, I have no idea why we were worried about Intel at all.

    Marketing bears zero responsibility for turning Intel around. You can fancy-phrase as much as you want, it's not going to change the engineering staleness that has led them to this current circumstance. Yet, for some reason, marketing is going to be the savior? Attack the source of the problems first. This looks like going about the fix in exactly the wrong direction.

    • Marketing bears zero responsibility for turning Intel around.

      I dunno. If marketing can do what it's done to the USA since November 5 2024, I think it's truly a force to be reckoned with! Bigly!

  • "The power of Intel Inside is 350W" (Score:3)

    by greytree ( 7124971 ) on Thursday April 03, 2025 @12:57PM (#65278939)
    Unfortunately the board was only rated for 250W

  • ...dissipation of Intel Inside"

  • No one cares any more. "The power of poopoo inside."

  • When the G3 first came out with an edge due to backside cache, I proudly displayed an intel inside sticker on my Pencil Sharpener. Thats what I think about when I see the old intel marketing. And of coarse us Mac user's first real intel processor was the Core series right after P4 and G5 were using Nuclear reactors and liquid cooling systems.
  • It's bringing back an old slogan. Few things are worse for the brain than what marketers say about marketing. Ugh.

    And does Intel plan on painting that slogan beneath the image of a Saint before hanging it in a Russian Orthodox church? That would actually make it iconic.

  • You're welcome Intel.

  • They are in trouble
    They don't need "a refresh of its iconic brand identity"
    They need good and reliable products that meet customer needs
    The fact that they consider this marketoid nonsense to be important is just another piece of bad news
    They need to fire the marketoids and put the engineers in charge

  • Hollywood just finished destroying lots of IP by releasing new 'interpretations' of all their old stuff. Marvel, DC, Disney, they've all dusted off the oldies and put them in play for one more money-grab. Don't know how that worked out for them, but it sure seems like they've killed what used to be valuable stories and characters. I hope Intel doesn't take queues from them.

  • ...Intel fired it's previous CEO that was an engineer and was working on long term engineering problems to fix the long term health of the company because they realized that long term doesn't mean 3 weeks or even 3 years, but that it could mean a decade to make the in-depth changes needed to keep Intel alive.

    Instead they replaced the engineer with a business person who's first thought on solving Intel's huge technical problems is to divert the companies attention and focus from solving it's technical issues

  • Marketing will turn it around because normal people are not tracking Intels string of colossal fuckups.

    Normal people buy laptops and game systems every 5 years or so. MS is forcing the turn this time, and people will buy what they know.

  • In the disco multi-colored dust protection lab suits
  • They should have gone with "just the tip".

  • Now that's a name I haven't heard in a long time. A long time. Before you were born.

  • i3, i5, i7, i9 are bad names that are still being used. It makes it look to the layperson as if intel hasn't improved their chips in more than a decade. Maybe they can learn from old intel when they named their ships 286, 385, 486, or pentium 1, 2, 3, 4, etc.

    • This. Even apple calls their Chips M2 M3 M4 and so on. I have no, zero, nada idea what sort of Intel I have in a machine. Mind, you I only have Intel in two small desktop NUCs that I use as a test ProxMox cluster.

  • hope we get a new web site and updated swag!

    i feel like they are yelling “squirrel!”

  • Once, Intel Inside meant you had a decent machine.

    Now, Intel Inside means "Don't buy this"

    WFIW, I have been pretty happy with AMD silicon since they brought out the Zen architecture.

  • anyone remember the story of the small coffin.... (Score:4, Funny)

    by haruchai ( 17472 ) on Thursday April 03, 2025 @04:50PM (#65279465)

    at AMD HQ?
    that read "Intel Inside"?
    it was quite a joke at the time but f* me if they didn't nearly accomplish it.
    Honestly, Lisa Su should be getting as much respect as Andy Grove, Bill Gates, Steve Jobs or at least Tim Apple

  • Only then can you tell us about it.

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