How Intel marketing remade the brand

This report explores how Intel, the technology company, implemented a new campaign to help reinvent its brand.

Intel had a problem that any marketer would envy: It was too well branded.

Its "bong" sonic logo is the second most recognizable sound in the world (right behind a baby's giggle, and still a step ahead of a vibrating phone), and the brand's "Intel Inside" message has featured on the face of generations of PCs, effectively m