How does a tech company turn a simple sound into one of the world's most recognizable audio marks - second only to a baby crying? Former Intel Global Brand Director Merlin Kister reveals the strategic thinking behind Intel's most iconic brand elements during his nearly two-decade tenure.
From simplifying product naming with the Core i3/i5/i7 system to creating Intel Gamer Days - an experiential event that expanded globally - Kister shares practical insights on aligning brand decisions with business objectives. He unpacks how Intel maintained its brand leadership even as competitors emerged, through initiatives like the Intel Inside program and strategic partnerships with PC manufacturers.
Key topics covered:
- How Intel simplified its product architecture to help consumers make better purchasing decisions
- The business strategy behind the famous Intel sonic brand and Intel Inside program
- Creating meaningful brand experiences through partnerships with the Olympics, NFL and gaming community
- Building trust with technical audiences while maintaining broad consumer appeal
- Balancing short-term sales goals with long-term brand equity
Kister provides a masterclass in connecting brand initiatives to revenue and profitability while never losing sight of the end user experience.
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