Intel's new brand takes aim at consumers
Today's New York Times comments on Intel's plans to shift to becoming a consumer brand after years selling only to business. This change in strategy, architected by Intel's new CMO Eric B. Kim, is part of the reason that the company is finally laying Intel inside to rest. Business Week also has an in-depth article on the transition.
Blackfriars things that this shift in focus simply amplifies a trend we identified a couple of years ago: that the epicenter of technology evolution is now the consumer, not business. And unlike the 1990s when companies only needed marketing messages compelling enough to get CIOs to buy, now technology companies need serious marketing -- not complex and incomprehensible specifications and features -- to succeed. The big question: what will Intel's big messages be to consumers, especially for consumer-oriented brands like Viiv. We'll undoubtedly hear more about this during the announcement next Tuesday and Paul Otellini's keynote at CES. Let's hope that the presentation goes better than Sean Malony's did last summer.
Blackfriars things that this shift in focus simply amplifies a trend we identified a couple of years ago: that the epicenter of technology evolution is now the consumer, not business. And unlike the 1990s when companies only needed marketing messages compelling enough to get CIOs to buy, now technology companies need serious marketing -- not complex and incomprehensible specifications and features -- to succeed. The big question: what will Intel's big messages be to consumers, especially for consumer-oriented brands like Viiv. We'll undoubtedly hear more about this during the announcement next Tuesday and Paul Otellini's keynote at CES. Let's hope that the presentation goes better than Sean Malony's did last summer.
posted by Carl Howe at
11:08 AM
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