08
+12%
39,385 $m
Intel
For Intel, the last year has been filled with change, big bets, and the continued quest to remain at the forefront of the ceaseless computing revolution. The rise of the smartphone, and the shift from “the era of computers to the era of computing,” has made it hard for the brand to stretch from the processors for PCs and servers for which it is known, into a broader set of technology offerings. While marketing efforts like the Creators Project, staged in conjunction with Vice, and a host of smaller, targeted marketing programs are making the brand more accessible to the next generation of consumers, the drive towards greater relevance isn’t just a marketing one. Intel’s response has been to push consumer understanding into everything that it does — hiring new leaders, and promoting from within to help bring a more user-centric attitude to how it goes about defining and building the technology of the future. From putting an anthropologist in charge of the Interaction and Experience Research group, to bringing in executives from Apple and the BBC to guide their entry into smartphones, tablets and home entertainment, Intel is shifting from a technology first mindset to one of user first.

The results are already rolling in. After years of talking about entering the smartphone space, Intel finally cracked the market, launching Intel-powered smartphones around the world. Even in its PC and server markets, Intel is changing its tune, delivering a broader experience beyond just performance. Time will tell whether Intel can remain ahead of the tide of change in computing, but if early success and internal changes are any indication, Intel will be a brand to look to for years to come.