Tag Archives: intel inside



The Intel Inside Model

June 24th, 2010

Intel were in a bit of a sticky position, they wanted to grow but as part of the value chain weren’t recognised by consumers, people couldn’t see the insides of their computers.

Thus they built the Intel Inside brand and stuck a sticker on every computer that was powered by their chips.

They poured money into marketing to help establish the brand, generate awareness and recognition.

Suddenly consumers became much more savvy and willing to discriminate based on the presence of Intel Inside.

This is a great model for businesses that operate behind the scenes and are trending towards becoming a commodity, it allows you to establish value and ensure your continual part in the value chain.

I’ve seen clothing companies do the same with fabric standards ie Gore Tex… you can be any brand but you want it to be Gore Tex.


The problem of legitimising

November 23rd, 2008

With a start up how do you legitimise?

What makes this concept real? how can we communicate that? how do we convince people that in all likelihood we will never meet but conduct business with?

Quotes, press releases, buzz, real physical address, photos via flickr, blogging, techcrunch mention..

All different routes.

How about a standard, a brand, voted for by the industry, like the Intel Inside brand.

A brand that reinforces legitimacy and rewards action.

Certain actions provide points, and start ups are only admitted once they have met criteria set by the community.

A brand that says we are a real business and are here for the long haul.

Now I’ll be the first to say, this isn’t for everyone, and if you are facing legimacy problems maybe there’s something bigger wrong.

However there is a real market need.

I don’t think this is quite the answer, but it’s less wrong than no answer…..



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