Intel: How wonderful is that?

Intel, a technology brand, adopted a mixed-methodology approach using in-depth interviews, surveys, diary studies and syndicated data to create an emotional connection with Tech Enthusiasts, reintroduce Intel and win over the next generation.

Summary

Despite being a part of just about everything the next generation relies on, Intel was seeing declines in brand consideration among a key group of users and purchasers, Tech Enthusiasts ages 18 to 35. Our research showed our iconic sonic identity, often referred to as "the bong," unlocked an emotive language that positioned Intel as an inspiring technology brand. We came to this insight through a robust mixed-method research strategy — leveraging in-depth interviews, online surveys, diary studies, and syndicated data — to understand why Intel consideration was declining and how we could reverse that trend.

The culmination of...

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