Intel targets wider CE sector with relaunch

Intel's relaunch at this month's annual Consumer Electronics Show in Las Vegas also saw the chip maker unveil a series of content deals, including one with Google's new video digital store, to accompany the shift away from its core business of processors for PCs to a wider range of consumer electronic products. Senior Intel executives say the rebranding has been prodded by the company's evolution into a platform solutions organisation that began with the Centrino's development in 2003 and the arrival of Eric Kim, from Samsung as Intel's first chief marketing officer a year ago. However, industry observers cite continuing consumer perceptions of Intel as a chip maker, albeit the world's largest, despite its growing range for CE products as the key driver. Gary Willihnganz, director of marketing for Intel Asia-Pacific, said the company decided to refresh the master brand -- ditching the dropped 'e' in its logo -- to simplify its identity as it moved to a platform marketing model that includes a hierarchy of brands in the mobility, digital home, enterprise and health space. The system includes new logos for Viiv, the home entertainment brand, and Centrino mobile platform, both launching this month along with the new processors, branded as Dual-Core. "Leap Ahead is the brand promise, an expression of what Intel is all about. It's a reflection of our heritage and where we are going with our commitment to our end users to continue to develop through technology," he said. Print ads to introduce the new slogan explain why 2006 will be a "leap year" -- as more people enjoy the benefits of a wireless lifestyle Industry observers have linked the revamp to Intel's bid to humanise what is essentially an efficient but cold technology brand for consumers who are buying technology in a different way. "Intel still sees itself as an ingredient brand, but they clearly want to capture more value as they expand into new areas," said an analyst.He discounted the strides made by the likes of AMD in the PC space, noting that the rebrand was about enabling Intel to create new market niches ahead of the pack. Asia-Pacific, which represents a third of PC sales worldwide, will figure prominently in the relaunch, which follows a restructure of Intel's regional marketing resources last year.