The “Intel Inside” campaign, launched in 1991, is an oft-cited example of “ingredient branding.” At the time (and probably, ever since), the idea was considered revolutionary: meaningfully branding a microprocessor chip that no one ever saw, touched — really, never interacted with at all. As if the vast majority of consumers would have known what to do with it if they did.
The problem is, it worked too well – consumers recognize the Intel Inside slogan, but may not know why they know it, and what it means for them. Now Intel has launched an extension of the campaign, called, “Intel inside makes amazing experiences outside.”
Take a look and ask yourself:
a.) Do I understand what having an Intel chip means?
b.) Do I care?
[More here: http://www.brandchannel.com/2016/01/20/intel-experience-amazing-rebrand-012016/?utm_campaign=160120-intel-rebrand&utm_source=newsletter&utm_medium=email]