Editing Intel (section)

===Intel Inside===
{{multiple image
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| image1            = Intel Inside Logo (1991-2006).svg
| caption1          = The "Intel Inside" logo used from 1991 to 2006
| image2            = Intel Inside Logo (2002-2006).svg
| caption2          = The "Intel Inside" logo used from 2002 to 2006
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| image3            = Intel Inside Logo (2006-2014).svg
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| caption3          = The "Intel Inside" logo used from 2006 to 2014
| image4            = Intel Inside Logo (2014-2020).svg
| caption4          = The "Intel Inside" logo used from 2014 to 2020
| image5            = Intel Inside Logo (2020).svg
| caption5          = The current "Intel Inside" badge used since 2020, also used as the umbrella branding to promote Intel's low-end processors since 2023
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Intel has become one of the world's most recognizable computer brands following its long-running ''Intel Inside'' [[advertising campaign|campaign]].<ref>{{Cite web |last=Bulik |first=Beth Snyder |title=Inside the 'Inside Intel' Campaign |url=https://www.businessinsider.com/inside-the-inside-intel-campaign-2009-9 |access-date=September 3, 2024 |website=Business Insider |language=en-US}}</ref> The idea for "Intel Inside" came out of a meeting between Intel and one of the major computer resellers, [[MicroAge]].<ref name="Mion">Ronald J. Mion, former Vice President of Marketing (2/88-7/89), MicroAge, cited February 2016</ref>

In the late 1980s, Intel's market share was being seriously eroded by upstart competitors such as [[AMD]], [[Zilog]], and others who had started to sell their less expensive microprocessors to computer manufacturers. This was because, by using cheaper processors, manufacturers could make cheaper computers and gain more market share in an increasingly price-sensitive market. In 1989, Intel's Dennis Carter visited MicroAge's headquarters in Tempe, Arizona, to meet with MicroAge's VP of Marketing, Ron Mion. MicroAge had become one of the largest distributors of Compaq, IBM, HP, and others and thus was a primary{{snd}}although indirect{{snd}}driver of demand for microprocessors. Intel wanted MicroAge to petition its computer suppliers to favor Intel chips. However, Mion felt that the marketplace should decide which processors they wanted. Intel's counterargument was that it would be too difficult to educate PC buyers on why Intel microprocessors were worth paying more for.<ref name="Mion" />

Mion felt that the public did not really need to fully understand why Intel chips were better, they just needed to feel they were better. So Mion proposed a market test. Intel would pay for a MicroAge billboard somewhere saying, "If you're buying a personal computer, make sure it has Intel inside." In turn, MicroAge would put "Intel Inside" stickers on the Intel-based computers in their stores in that area. To make the test easier to monitor, Mion decided to do the test in Boulder, Colorado, where it had a single store. Virtually overnight, the sales of personal computers in that store dramatically shifted to Intel-based PCs. Intel very quickly adopted "Intel Inside" as its primary branding and rolled it out worldwide.<ref name="Mion" /> As is often the case with computer lore, other tidbits have been combined to explain how things evolved. "Intel Inside" has not escaped that tendency and there are other "explanations" that had been floating around.

Intel's branding campaign started with "The Computer Inside" tagline in 1990 in the U.S. and Europe. The Japan chapter of Intel proposed an "Intel in it" tagline and kicked off the Japanese campaign by hosting EKI-KON (meaning "Station Concert" in Japanese) at the Tokyo railway station dome on Christmas Day, December 25, 1990. Several months later, "The Computer Inside" incorporated the Japan idea to become "Intel Inside" which eventually elevated to the worldwide branding campaign in 1991, by Intel marketing manager Dennis Carter.<ref>{{cite web|title=Intel Inside Program: Anatomy of a Brand Campaign|url=http://www.intel.com/pressroom/intel_inside.htm|publisher=Intel Corporation|access-date=July 22, 2011}}</ref> A case study, "Inside Intel Inside", was put together by Harvard Business School.<ref>{{cite web|url=http://www.hbs.edu/faculty/Pages/item.aspx?num=29096|title=Inside Intel Inside|first1=Youngme E.|last1=Moon |first2=Christina L.|last2=Darwall|id=Harvard Business School Case 502-083|date=June 2002}}</ref> The five-note jingle was introduced in 1994 and by its tenth anniversary was being heard in 130 countries around the world. The initial branding agency for the "Intel Inside" campaign was DahlinSmithWhite Advertising of [[Salt Lake City]].<ref>{{cite web |url=https://www.nytimes.com/1996/03/18/business/media-business-advertising-small-american-agency-for-intel-now-inside-huge.html |title=The small American agency for Intel is now inside a huge worldwide parent company, Euro RSCG. |date=March 18, 1996 |last=Elliot |first=Stuart |work=[[The New York Times]]}}</ref> The Intel ''swirl'' logo was the work of DahlinSmithWhite art director Steve Grigg under the direction of Intel president and CEO Andy Grove.<ref>{{Cite web |title=When Intel served up hotter chips to the household |url=https://www.linkedin.com/pulse/when-intel-served-up-hotter-chips-household-mark-billen-drxde |website=LinkedIn}}</ref>{{Better source needed|reason=The current source is insufficiently reliable ([[WP:NOTRS]]).|date=August 2024}}

The ''Intel Inside'' advertising campaign sought public brand loyalty and awareness of Intel processors in consumer computers.<ref>{{Cite news|title=Intel plans a huge fall campaign for Pentium, its latest and most powerful computer chip.|url=https://www.nytimes.com/1994/08/24/business/media-business-advertising-intel-plans-huge-fall-campaign-for-pentium-its-latest.html | first=Stuart | last=Elliott | date=August 24, 1994 | work=The New York Times}}</ref> Intel paid some of the advertiser's costs for an ad that used the ''Intel Inside'' logo and [[xylo-marimba]] jingle.<ref>{{cite web|title=Intel mulls branding for handheld chips |url=http://news.cnet.com/Intel-mulls-branding-for-handheld-chips/2100-1041_3-1014468.html|first=Richard|last=Shim|date=June 9, 2003|website=[[CNET]]}}</ref>

In 2008, Intel planned to shift the emphasis of its Intel Inside campaign from traditional media such as television and print to newer media such as the Internet.<ref name="IHT" /> Intel required that a minimum of 35% of the money it provided to the companies in its co-op program be used for online marketing.<ref name="IHT">{{Cite news|first=Stuart |last=Elliott |title='Intel inside' ad campaign shifts focus to the Web |date=October 11, 2007 |url=http://www.iht.com/articles/2007/10/11/business/adco.php?WT.mc_id=atomtechnology |work=International Herald Tribune |access-date=October 12, 2007}}</ref> The Intel 2010 annual financial report indicated that $1.8 billion (6% of the gross margin and nearly 16% of the total net income) was allocated to all advertising with Intel Inside being part of that.<ref>{{cite web |url=http://www.intc.com/intelAR2010/financial/statements/note2/ |title=Intel 2010 Annual Report |publisher=Intel |year=2010 |access-date=July 23, 2011 |url-status=dead |archive-url=https://web.archive.org/web/20150520021742/http://www.intc.com/intelAR2010/financial/statements/note2/ |archive-date=May 20, 2015 }}</ref>

In April 2025, chief marketing officer Brett Hannath announced a new marketing campaign—"That's the power of Intel Inside"—to highlight the usage of Intel products across different markets and industries.<ref>{{Cite web |author1=Anton Shilov |date=2025-04-03 |title=Intel refreshes iconic brand with 'That's the power of Intel Inside' campaign |url=https://www.tomshardware.com/tech-industry/intel-refreshes-iconic-brand-with-thats-the-power-of-intel-inside-campaign |access-date=2025-04-03 |website=Tom's Hardware |language=en}}</ref>