| By Roger Strukhoff | Article Rating: |
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| December 30, 2005 11:15 AM EST | Reads: |
14,574 |
Intel is an unglamorous company run by unglamorous people working out of offices and a location that match this description. Yet its seemingly unglamorous product, the microprocessor, is the keystone of Silicon Valley and the linchpin of the great technology-based economic structure that is centered there.
The company, led and populated by fanatical engineers, brought the microprocessor into fruition under co-founder Robert Noyce (pictured left), and the technology industry catchphrase into the zeitgeist through co-founder Gordon Moore’s (pictured right) “law” of technological manifest destiny. It was nevertheless prescient enough by the early 90s (under Andy Grove, pictured center) to understand consumer marketing as well, by creating what appeared to be the simplistic slogan “Intel Inside” as a primary driver of its market value through its ability to instill confidence in consumers about the PCs they were buying.

Now Intel is poised to take the next big leap of faith in itself and the markets it serves through what appears to be a major revamp of its symbolic presence. It is set to announce a new corporate logo, a redesign of the Intel Inside program, and is swapping out the Pentium name for a new “Core” brand.
The company, now under the leadership of Paul Otellini (pictured)--a former marketing exec rather than an engineer--has “had some fumbles” (as reported last year by SYS-CON) in recent years, and cannot be certain that the new era of multi-core processors in which it now lives will enable its continued success. Although it is viewed in most quarters as a positive that Apple will be moving to Intel, the company nevertheless faces the multiple challenges of facing down the laws of physics (as its chips become every more tightly packed) and a changing technology industry that is spitting out new devices at a rate that seems to parallel Moore’s Law, during an the early years of an era where consumer electronics and computer geekdom are finally coalescing on a grand scale.
Published December 30, 2005 Reads 14,574
Copyright © 2005 SYS-CON Media, Inc. — All Rights Reserved.
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More Stories By Roger Strukhoff
Roger Strukhoff earned a BA with honors from Knox College, a Certificate in Technical Communications from UC-Berkeley, and an MBA from CSU-East Bay. His work recently won a "Stevie" American Business Award as best publication in its category. His volunteer work in international affairs merited a Letter of Commendation from the Commandant of the U.S. Coast Guard. He splits most of his time between Silicon Valley and Southeast Asia, but can also be found at www.twitter.com/strukhoff
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LinxuWorld News Desk 12/30/05 03:39:27 AM EST | |||
Intel is set to revise its fabulously successful 'Intel Inside' campaign, change its logo, and drop the Pentium name in favor of 'Core' as it prepares for the huge Consumer Electronics Show in Las Vegas in the short term, and for the 21st century in the long term. |
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LinuxWorld News Desk 12/30/05 02:41:06 AM EST | |||
Intel is set to revise its fabulously successful 'Intel Inside' campaign, change its logo, and drop the Pentium name in favor of 'Core' as it prepares for the huge Consumer Electronics Show in Las Vegas in the short term, and for the 21st century in the long term. |
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