Intel unveiled its new brand at the Intel Vision 2025 event in Las Vegas, emphasizing the slogan “That’s the power of Intel Inside.”
This campaign builds on the company’s iconic “Intel Inside” branding from the 1990s, highlighting its role in innovation alongside partners and customers.
Chief Marketing Officer Brett Hannath stated that the new platform reflects Intel’s heritage while showcasing its impact on employees, consumers, and communities. More than just marketing, the initiative aims to enhance Intel’s brand equity, drive growth, and reinforce its position as a technology leader in today’s world.
Intel’s latest rebranding effort feels like a desperate attempt to reclaim past glory rather than an innovative step forward. By recycling the nostalgic “Intel Inside” slogan from the 1990s, the company appears more focused on reminiscing about its golden era rather than embracing the challenges of the modern tech landscape.
The messaging, centered around “igniting greatness,” comes off as generic corporate fluff—vague and uninspired, lacking the punch needed to stand out in an industry driven by real innovation. While competitors like AMD and Apple continue to push boundaries with cutting-edge advancements in chip technology, Intel’s branding overhaul does little to address its recent struggles, from manufacturing delays to losing market share.
Rather than refreshing its brand with something truly forward-thinking, Intel seems to be leaning on nostalgia as a crutch. In an era where performance and technological leadership matter more than ever, a recycled marketing slogan won’t be enough to regain lost ground.
Baburajan Kizhakedath
