A Tech Company’s Campaign to Burnish Its Brand

特殊的广告方式

The campaign is Intel’s first that focuses on its brand rather than its products

One of the company’s challenges is that people do not buy products from Intel directly — it makes chips and materials that go into electronics made by Dell and Hewlett-Packard, among others. “The fact that we’re an ingredient, it’s easy to get lost,” Ms. Conrad said. “We really needed to put some meaning into Intel, so ‘Intel inside’ means something again.”

“Every cellphone company, every printer company, gosh, even Web sites, even Cisco — Cisco makes routers! — they’re all claiming to be the ones delivering that everyday life angle,” said Greg Bell, co-creative director and founder of Venables Bell, based in San Francisco. “It’s just really trite.”

So the agency began looking at what Intel had actually produced in terms of research and development, and found that Intel’s engineers really were not working on powering today’s world. They were working on projects that were a few years from hitting the market. That inspired the tagline “Sponsors of Tomorrow.”