Intel Corporation's 'Sponsors of Tomorrow' Global Branding Campaign

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Case Details:

Case Code : MKTG227
Case Length : 28 Pages
Period : 1989-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Intel Corporation
Industry : Computers, IT and ITeS
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"We're hoping to convey that we're not just a microprocessor company, but a move-society-forward-by-quantum-leaps company. Our image, our brand are far too powerful to just be a microprocessor when, in fact, the greatest strength of the Intel brand will always be what is still to come. What Intel develops today leads the path toward a better tomorrow." ¹

- Deborah Conrad, vice president and general manager, Corporate Marketing Group, Intel, in May 2009.

"Most of the world knows Intel as a huge, multi-national chipmaker, but the company is much more than that."²

- Paul Venables, founder and co-creative director, Venables Bell and Partners³, in May 2009.

"I do believe it is topical, natty, and intelligent in its presentation. It repositions the brand and contemporizes very well." ⁴

- Harish Bijoor, business strategy specialist and CEO, Harish Bijoor Consults Inc.⁵, commenting on Intel's 'Sponsors of Tomorrow' campaign, in June 2009.

Intel's 'Rock Star'

What could a company manufacturing microprocessors possibly have in common with rock stars? A lot, if one goes by the teaser promo of the new advertising campaign, 'Sponsors of Tomorrow' released by the world's largest microprocessor company, the Santa Clara, California-based Intel Corporation (Intel), on May 11, 2009.

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1] Ben Hardwidge, "Intel Ad Campaign Compares Engineers to Rock Stars," www.bit-tech.net, May 6, 2009.
2] "Intel: 'Sponsors of Tomorrow'," http://news.moneycentral.msn.com, May 6, 2009.
3] Founded by Paul Venables in 2001, Venables Bell & Partners is a San-Francisco-based marketing and advertising agency (Source: www.venables.com).
4] "Branding, in the First 100 Days," www.thehindubusinessline.com, June 18, 2009.
5]Harish Bijoor Consults Inc. is a private label consulting with specialization in brand and business strategy. It also works with clients across different domains and geographies and works with verticals such as IT/ITeS, Education, Pharmaceutical, FMCG, Biotech, Durables, Media, and Entertainment (Source: www.harishbijoorconsults.com).

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