Intel re-branding effort revisited

Today Intel announced new technology that is reported to offer a microarchitecture dual-core processor that will deliver gains in performance and reductions in power-consumption.This new technology, vPro, joins the confusing array of brand names such as Centrino, Viiv, Core Duo and Core Solo that Intel has embraced as part of its new re-branding effort (I previously commented on the new strategy in my January 4, 2006 blog entry at http://davedolak.blogspot.com/2006/01/intel-rebrands-itself.html ).

If one reads the press release from the company (http://www.intel.com/pressroom/archive/releases/20060422corp.htm), one cannot shake the feeling that Intel is either trying to confuse consumers with its brand communication or that it is now only speaking to geeks within IT departments.

One of the reasons Intel had built such a powerful consumer brand was the fact that its brand communication was simple and we consumers all somehow understood that the Intel chip was superior to its competitors.We may not have understood exactly why, but we believed it.

Now Intel’s brand communication is a muddled message of technical specifications, jargon and benefits so difficult to decipher that it sends the message that Intel is now a commodity brand whose promises are only intelligible to the fine folks within IT departments who can understand the jargon and any possible benefits.

Intel has taken one of the strongest consumer brands in history and positioned itself as a commodity with very low differentiation in the minds of consumers. I strongly doubt that most consumers will continue to perceive much different between Intel and competing brands and that the equity Intel has built by having consumers ask for its chips by name has been squandered.The very fact that the brand’s communication is so technical and so hard to understand seems to communicate that there aren’t real differences between computer chip brands anymore and that any differences are so arcane so as to be unimportant to most consumers.

We should all take note as we build our brands.If we try to “re-brand” and change the meanings of our brands once brand equity has been established in the marketplace, we run the risk changing brand promises to the point where they communicate very little, or worse, communicate nothing unique or compelling whatsoever.

In my opinion, Intel has invented a whole new science within the marketing profession called, “reverse branding”. They have taken a leading consumer brand and commoditized it.

Podcasting & blogging for marketers

I attended an excellent program earlier this evening that was hosted by the Central Virginia Chapter of the American Marketing Association. The program consisted of a couple of local experts on blogging and podcasting, Waldo Jaquith and Sean Tubbs, respectively. These gentlemen addressed a group of roughly 50 marketers and small business managers about the best ways to integrate blogs and podcasts into their marketing strategies.

As an obvious blogger myself and also as one who markets my own expertise through this blog and via video & audio podcasts, I found the program very insightful.

There were gems in there for marketers who have an interest in using blogs to promote their businesses and I'd like to pass some along. Some of the gems were:

1) Monitor any and all blogs and blog comments that are related to your own brand names and/or area of expertise and be willing to participate in others' related blogs by posting comments.

2) Be willing to take action when negative publicity about your brand arises due to others' blog entries and use such instances as opportunities to improve your business.

3) It is very difficult for marketers to use blogs effectively--precisely because they are marketers and naturally tend to self-promote rather than inform which makes for uninteresting reading.

4) It is very important for marketers to create blog brands that don't suck and it is an art to be able to write a blog that others want to read.

5) Full disclosure is in order when attempting to walk the line between business and personal blogs. If it's personal, tell people. If it is business, don't shamelessly promote the business. Better yet, have a "disinterested" third party write your blog for you to keep some separation and objectivity. Have them write about the industry or the area of expertise--not promote the business in any way other than possibly placing obvious advertisements on the blog or podcast. Keep the promotion out of the content.

I also learned that the trends for podcasting are enticing with the demand for "Personal On Demand" audio and video content on the rise and the outlook strong.

In the interest of full disclosure, I am the current President of the local AMA chapter and I also use this blog to inform people about marketing best practices and current events in marketing and branding with the goal of educating people about marketing so marketers get better at what they do and so consumers demand more from marketers.

Now it is your turn. I'd greatly appreciate knowing what you think of this blog and my previous audio and video podcasts (all found below). Are these tools helpful to you? Am I missing the mark? Am I one of those marketers who has created a blog that sucks? Please comment.

This week in marketing reviewed

iMac computers that run Windows XP - There may still be hope for world peace. Can MacViruses be far behind?Bottom line: Marketing hit.

Disney allowing free online viewing of popular television shows with commercials that cannot be avoided – Throw every media revenue model at the wall and see what sticks.The media shift continues and my earlier bold prediction gets one step closer to becoming reality. Bottom line: Marketing hit.

Google launches an online personal calendar service that allows multiple people to overlay their schedules – Seems like a great idea but what about the next time security is compromised? Couple security issues with the ability to create a map directly to somebody’s house and you are just asking to robbed the next time you are out of town. Crooks would be wise to schedule themselves alibis. Bottom line: Marketing miss.