Intel's New Branding

Intel is planning to drop its "Intel Inside" branding effort.

Intel has built a powerful brand by portraying their products as "powering", and being the "intelligence" within, computers and electronics. They are moving more into the consumer electronics space, but I'm not sure why they are dropping their simple and effective slogan. Perhaps consumers associate the slogan exclusively with computers?

Or maybe it's the rebranding disease that Al Ries has mentioned?

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