Tuesday, January 03, 2006

How To Throw Away a Billion Dollars Without Even Trying

The "Intel Inside" slogan, which Intel has invested untold fortunes in building, will now be thrown away in favor of a new branding campaign, "Intel. Leap Ahead."

There are business decisions which seem stupid, but which are actually intelligent. There are business decisions where it is difficult for outsiders to see the underlying, brilliant, rationale.

This is not one of those decisions.

This is a case of a new CEO having to banish all memory of the previous generations, it looks to me.

It isn't that the new team doesn't understand marketing. Going to platformization as a marketing basis was a good idea. Throwing away a great slogan and brand ID is idiotic.

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