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Intel Hardware

Intel's New Slogan Clarified 279

Posted by Zonk from the could-have-been-worse dept.
OctoberSky writes "We already knew that Intel was changing its slogan. The new tagline will be 'Leap Ahead', replacing the 10 year old 'Intel Inside'. The move was initially reported here on Slashdot yesterday. The official announcement includes the slogan's replacement." From the article: "Intel shares, up 7.2 percent this year, fell 37 cents to $25.07 yesterday in Nasdaq Stock Market composite trading. The change in Intel's brand is the first step in a $2.5 billion marketing campaign, BusinessWeek reported earlier, without making clear where it got the information. Intel spokesman Bill Calder declined to comment on the number. "
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Intel's New Slogan Clarified More

Intel's New Slogan Clarified

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  • Leap Ahead? (Score:4, Insightful)

    by mnmn ( 145599 ) on Saturday December 31, 2005 @01:52AM (#14369206) Homepage
    Hmm, so hard to crack jokes at Leap Ahead. Maybe they made that with slashdot crowd in mind...

    Sounds like some Chinese government plan. Maybe theyre just trying to leap eastwards to cut costs.

    • Re:Leap Ahead? (Score:3, Insightful)

      by Bananatree3 ( 872975 ) *
      Well, Mao did try The Great Leap Forward [historylea...site.co.uk], but as expected, it was a great step backward.

    • Re:Leap Ahead? (Score:5, Informative)

      by ozmanjusri ( 601766 ) <aussie_bob@ho[ ]il.com ['tma' in gap]> on Saturday December 31, 2005 @02:00AM (#14369239) Journal
      Sounds like some Chinese government plan.

      I suspect they'd prefer to achieve something more than the other Great Leap Forward http://en.wikipedia.org/wiki/Great_Leap_Forward [wikipedia.org]. I don't think it'll be all that impervious to Slashdot jokes either.

      Intel's not having a good time right now, and sloganeering instead of engineering won't fix that.

      • Re:Leap Ahead? (Score:5, Funny)

        by commodoresloat ( 172735 ) on Saturday December 31, 2005 @05:37AM (#14369709)
        The Intel guys didn't want their slogan to sound too authoritarian but their choices were poor to begin with. Just look at the slogans they rejected:
        • The Final Solution
        • Processor chip of the Proletariat
        • Intel Macht Frei
        The new Intel chips will be a lot more complicated, but don't worry, they will come with a Little Red Manual.

    • Re:Leap Ahead? (Score:4, Funny)

      by gQuigs ( 913879 ) on Saturday December 31, 2005 @02:11AM (#14369276) Homepage
      Leap Ahead, Fall Back.

    • Re:Leap Ahead? (Score:5, Funny)

      by arth1 ( 260657 ) on Saturday December 31, 2005 @02:12AM (#14369277) Homepage Journal
      Hmm, so hard to crack jokes at Leap Ahead.


      A few anagrams:

      A LEAD HEAP
      LA PEAHEAD
      LA APEHEAD
      PLEA AHEAD


      I'm sure others can do better...

      Regards,
      --
      *Art

    • Why not keep the old one as well? (Score:5, Insightful)

      by SmallFurryCreature ( 593017 ) on Saturday December 31, 2005 @06:17AM (#14369781) Journal
      I mean, "Intel inside" so you can "leap ahead" of the rest (cue businessmen beating their competitors, gamers getting that extra kill etc etc)

      Now they are trowing away a widely known slogan in the hope of recreating the success of the old one. Does McDonalds replace the M even if it tries to change its image of greasy fastfood? Does Coca-Cola launch a new blue and white bottle?

      No, you don't destroy slogans/names unless you feel that to not get a new image is going to kill you or if your marketting department has been let loose out of the basement.

      Intel inside has a lot of spoofs but that is good. Only the well known can be spoofed. Neither does Intel have a bad name among the general public. AMD is nibbling away but is that the time to go for a new slogan? Right when you want people to think "Hmmm well that machine looks hot but why doesn't it have that Intel Inside logo? I don't trust it. What is AMD anyway a chinese clone?" you remove that.

      I think this is the case of the runaway marketting department, any person living in a country were a national industry has been privatised can tell you what that is like. Were a name like "PTT" is twisted around and recoloured and resloganed so many times and people still call it by the old name because people don't change. For the dutch how many new names has your medical insurance company or elec/gas company had in the last decade?

      I say that the moment we are finished with shooting the lawyers we move on to the marketing people. Who is with me?

      • In the UK we went one better. The Post Office was renamed to Consignia and it hasn't even been privatised. And then the name was dropped because it was stupid and the clown in charge (one of those captains of industry that supposedly can make public services better) has gone to spend more time with his stock options.
      • Times have changed. "Intel inside" signified performance as well as a standard tried-and-true processing platform. It meant, "no knock offs" and "Windows and your other applications will work here fine". Now, AMD has a strong competitive position and have proven that they can produce chips that outperform and are as reliable as Intels... "Intel inside" has lost most of it's relevance. Cost and performance are the major concerns today and so Intel has adopted "Leap Ahead" to help position itself as the
      • Multitask. Shoot them at the same time.

        How much MORE advertising am I going to have to avoid now that Intel has two BILLION dollars to spend making emotional appeals to try to convince me their product is better?
    • Hmm, so hard to crack jokes at Leap Ahead.
      No, but you can quietly observe that Intel has lost the technical lead to AMD, so now they're focusing more and more on the mainstream consumer recognition that doesn't care for technical details.
    • Don't play leapfrog with a unicorn.

      --LWM

  • Cracks are starting to show (Score:4, Insightful)

    by IntelliAdmin ( 941633 ) on Saturday December 31, 2005 @01:54AM (#14369214) Homepage
    Obviously they are still a powerhouse in processors, but still one must wonder how they could have lost the number 1 position to AMD when it comes to 64 bit processors. A company only makes moves like this when they feel they need to make a change.
    • As you say, "a company only makes moves like this when they feel they need to make a change" ...

      This is indeed, true, and the slogan changing is generally done when the company doesn't really know what to do to fix itself... I see it as the equivelant of throwing up your hands in confusion.

      Perhaps it is meant to be internally motivational (that is, to its employees) as much as it is supposed to be (ha) externally inspiring...

      Either way, it should be interesting (especially as these anti-trust lawsuits pan o
    • Indeed. I read this as them admitting that AMD is ahead of them again and that they want to "leap ahead" to get back ahead again.
    • one must wonder how they could have lost the number 1 position to AMD when it comes to 64 bit processors.

      Intel outsells AMD five to one in 64-bit chips.

  • I find it remarcable that there was NO SLOGAN (Score:5, Interesting)

    by crovira ( 10242 ) on Saturday December 31, 2005 @01:55AM (#14369220) Homepage
    The Bloomberg piece talks about it but doesn't show it.

    That is lousy reporting.

    Somebody was getting paid by the word when a picture would have done a much better job of it.
    • It is on wikipedia (if I need to give you the keyword you are not worthy of oxygen) and it is a lot wider then the intel inside logo.

      So either it is not the real final logo OR it will be much smaller when used on a new computer case OR all computer cases will have to be redesigned for the larger sticker?

      WTF am I talking about? Well all grey boxes come with a little hole in the front where the builder can put his Intel or AMD logo. Since the new logo is far wider then high it doesn't fit. Shrink it and you

    • let me get this straight - you think "Leap Ahead" is refering to China?

      How should AMD respond? "At Least We're Not Communists"

      ???
    • Ignorning the connotations from the Chinese side of the world (since most Intel consumer's won't recognize the connection), I'd like to point out that right now, when people think "leap ahead" and "CPU" they don't think of Intel. Interesting choice on their part, and makes me wonder if it will backfire.

      It does make me think, though. Did Apple set as a condition of using Intel processors that they would not have that cheesy logo—long associated with the grey box phenomenon—to grace the outside of

  • Great Leap Forward (Score:4, Interesting)

    by Devil's BSD ( 562630 ) on Saturday December 31, 2005 @02:00AM (#14369240) Homepage
    Maybe they finally realize they've fallen behind AMD and need to "Leap Ahead"... This sort of sounds like how the Communist party in China had the Great Leap Forward program to modernize China after they realized China was way behind the rest of the world.

  • Top 10 Rejected Intel taglines? (Score:5, Funny)

    by Anonymous Coward on Saturday December 31, 2005 @02:01AM (#14369245)
    10. We keep your house warm

    9. Twice the price for half the performance

    continue...

  • Leap Ahead (Score:5, Insightful)

    by trelanexiph ( 605826 ) on Saturday December 31, 2005 @02:02AM (#14369246) Homepage
    Isn't naming the strategy "Leap Ahead" a tacit admission that they are in fact, across the board behind? They are losing market share in every major sector. CPU's, Memory, Networking. I predict it will have to be a big leap, or we're going to see Intel face real competition. I also have to note that they might be better off if that $2.5 billion went to hire someone capable of making better processors. I also wonder how much the new slogan cost, per word.
    • Well, it depends if it the slogan was intended for Intel or the user. imo, I think they are referring to those who use their products can 'leap ahead' of their competitors, and not them leaping ahead.

    • Re:Leap Ahead (Score:5, Funny)

      by -kertrats- ( 718219 ) on Saturday December 31, 2005 @02:46AM (#14369363) Journal
      I also wonder how much the new slogan cost, per word.

      Well, lets see...we have 2.5 billion, and two words, so...carry the 1...uh...
    • Isn't naming the strategy "Leap Ahead" a tacit admission that they are in fact, across the board behind?

      Actually, they want to really go with this whole "leaping" metaphor. They are planning to roll out a new game kind of like Twister with a giant mat you put on the floor with all these conclusions written on them; the game will be called "Leap to Conclusions"...

    • You would think, in a market with basically two players and HORDES of media coverage, much of which is benchmark crazy, you could just build a better product and skip the advertising. Guess not. Something's broken.

  • That's not impressive. I suggest an alternative. (Score:5, Funny)

    by mister_llah ( 891540 ) on Saturday December 31, 2005 @02:05AM (#14369255) Homepage Journal
    Leap Ahead? ...

    That is bloody disappointing, honestly. It sounds like a desperate attempt to sound 'cutting edge'...

    They should've stuck with something like:
    Intel: The processor that won't explode and kill you ... it would make no subliminal bold claims about their performance while simultaneously suggesting their competitors will explode and kill you... without directly saying it.

    GENIUS!
    • They should have kept "Intel Inside"

      I know, back in the day, that slogan it meant something, where one paid the premium rather than go with some 'cheap' knockoff like the K5 (AMD) or a Cyrix chip.

      Now that slogan has little revelance.

      But "Leap Ahead" is so utterly uninspiring, with a designed by committee or consultant feel, where the overall effect is similiar to that of a '82 dodge with 300K miles getting a new $199 paint job by Maaco.

      Intel isn't Apple (Think Different.) It would have done better if it st
    • It sounds like a desperate attempt to sound 'cutting edge'...

      That kinda does sound like it might kill me.

  • look (Score:2, Funny)

    by Evilhomer2300 ( 900004 )
    Look before you Leap Intel. AMD isn't leaping, they are starting to sprint past you. While your dancing like a schoolgirl.
  • Its kind of amusing to hear all these comments on Intel's decline. I've been hearing predictions of Intel's decline and impending doom as long as I've been hearing the same comments about Microsoft and IBM.

  • Marketing first, R&D second.. (Score:4, Interesting)

    by kestasjk ( 933987 ) on Saturday December 31, 2005 @02:29AM (#14369325) Homepage
    A better use for the money would be R&D. The reason AMD's gaining traction isn't because it's winning on the marketing front, it's because they've got a better processing power to cost ratio.


    AMD's Athlon 64 X2 4800+ is roughly equal in performance to Intel's latest Pentium Extreme Edition 955. The AMD 4800+ costs ~USD$495, and Intel's 955 costs ~USD$995! That extra money clearly isn't going into R&D, so where could it be going? Marketing of course..

    No-one who's aware of AMD's offerings are going to pay an extra USD$500 for a 'Leap ahead' sticker, and as the mass market becomes aware of AMD Intel's marketing campaigns will only get less and less effective..


    Intel went the wrong direction chasing 10GHz because of the marketing dept, and apparently no lessons have been learnt.. They need to take an about face and stop letting the marketing team lead, or a once great company is going to go to shit.

    • Price correction (Score:2, Informative)

      by kestasjk ( 933987 )
      Oops I got the prices wrong there, here are the right prices:

      Pentium Processor Extreme 955

      Price: $1,112.37 - $1,393.49

      AMD Athlon 64 X2 4800+ 2.4GHz, Toledo, Dual-Core, 2x1MB L2 Cache, Socket 939, 64-bit Processor

      Price: $780.74 - $1,185.00

    • But if you compare the low end... (Score:4, Insightful)

      by kf6auf ( 719514 ) on Saturday December 31, 2005 @03:13AM (#14369435)

      Let's talk processor's someone might buy (prices from Fry's):
      PentiumD 820 2.8 GHz = $250
      AMD X2 3800+ 2.0 GHz = $330

      Sure, the AMD X2 3800+ is probably a little better, but it's not 35% better so the Intel has the better performance/price ratio. More importantly, you simply can't get a dual core AMD processor for what most people consider a reasonable price for a processor (I consider $250 the most I will spend or suggest someone spend).

      I don't understand your complaining that the marketing department is running things. Marketing departments are supposed to be the ones who pick a slogan. Intel finally got their marketing department out of their engineering meetings, and it looks like they are trying to maximizing performance/power now, which is something most people would love to see. If anything, they are going less to shit now than they were from 2002-2004.

    • Dec 05 IEEE Spectrum reports Intel Corp spent $4.778B on R&D in 2004, up 9.6% from 2003, making them the #13 R&D spender on the Spectrum top 100 list. What blows my mind is that some jackass(es) set policy that it is acceptable for the industry leader to piss away over half as much (have been seeing the figure of $2.5B) on a marketing campaign.

      Other interesting numbers:
      #7 Microsoft, $6.5B, down 20.5% from 2003
      #11 IBM, $5.167B, up 2%
      #16 Samsung Electronics, $4.529B, up 35.7%
      #89 AMD, $935M, up 9.5%

      Se [ieee.org]

  • AMD Fanboy Reality Distortion (Score:5, Informative)

    by Animaniac ( 719374 ) on Saturday December 31, 2005 @02:37AM (#14369340)
    Disclaimer: I don't particularly care if AMD or Intel has the best technology. I know Slashdot is all about going with the groupthink, but what is with all these AMD fanboys and their awful wordplay on "Leap Ahead"? Have any of you even read one word about what this new marketing campaign is designed to announce and promote? Read up on the technology behind Intel's 2006 chips, namely Yonah, Merom and Conroe. The facts don't lie. By perofrmance per watt and even by absolute performance, despite sticking with 32-bit technology, Intel is going to trounce AMD in 2006 in both mobile, desktop, and server markets. Intel is announcing completely redesigned processors, and essentally all AMD is going to do is push the clockrate of their current designs. Here are some links to back up these claims. http://www.anandtech.com/cpuchipsets/showdoc.aspx? i=2627 [anandtech.com] http://www.anandtech.com/cpuchipsets/showdoc.aspx? i=2648 [anandtech.com] http://www.theinquirer.net/?article=28602 [theinquirer.net] http://www.theinquirer.net/?article=28624 [theinquirer.net]
    • Yes, well, but you sound a bit like an Intel fanboy, and a desperate one at that. Sure, Intel is going to make new processors next year, but the proof is in the pudding. Let's wait and see if they really manage to trounce AMD, or whether they'll be overly noisy and not that much better than their last gen.

      Personally, I use AMD whenever I can - Intel just can't (or rather, won't) beat the price/performance of AMD procs.

    • Re:AMD Fanboy Reality Distortion (Score:5, Informative)

      by RzUpAnmsCwrds ( 262647 ) on Saturday December 31, 2005 @03:38AM (#14369495)
      Disclaimer: I don't particularly care if AMD or Intel has the best technology. I know Slashdot is all about going with the groupthink, but what is with all these AMD fanboys and their awful wordplay on "Leap Ahead"? Have any of you even read one word about what this new marketing campaign is designed to announce and promote? Read up on the technology behind Intel's 2006 chips, namely Yonah, Merom and Conroe. The facts don't lie. By perofrmance per watt and even by absolute performance, despite sticking with 32-bit technology, Intel is going to trounce AMD in 2006 in both mobile, desktop, and server markets.

      That's not by any means a certainty. While I have personally used Intel's "Next Generation Microarchitecture", let me tell you - Athlon 64 F stepping is no slouch and it is going to ramp very fast. Intel's NGA is so impressive because Prescott was such a flop.

      Moreover, there are no facts that can or cannot lie. Intel has - as of yet - shipped nothing but a few engineering samples. When we see real parts with real availablility, maybe we can compare. But right now all the Intel fanboys can do is compare Intel's as-of-yet unreleased parts to AMD parts that are already shipping. And even then, Intel isn't looking so great - 5% faster than 6-month-old AMD64 parts isn't going to be impressive.

      Intel is announcing completely redesigned processors, and essentally all AMD is going to do is push the clockrate of their current designs. Here are some links to back up these claims.

      F stepping introduces major optimizations, DDR2 support, and faster HT. AMD will ship 65nm parts in 2006, which will lower power usage. AMD64 scales extremely well - with DDR2, faster HT, 65nm, and higher clocks, F stepping will have no problem remaining compeitive with inte's NGA.
      • "AMD64 scales extremely well - with DDR2, faster HT, 65nm, and higher clocks, F stepping will have no problem remaining compeitive with inte's NGA."

        Slashdot dogma is that Intel is so far behind that they can't even see the same continent as AMD's performance levels. Now you're saying "new Intel stuff isn't all that, AMD will have no problem keeping up". Can't you see the difference that is? You are even saying now that you expect them to be neck and neck.

        That's a big chance, one which really could influence
    • It doesn't matter what the campaign is supposed to promote, the slogan by itself should inspire and attract interest. Leap ahead doesn't do anything, it's boring. Maybe Intel will come up with something great next year, but it sure doesn't reflect on the slogan.
    • I know Slashdot is all about going with the groupthink, but what is with all these AMD fanboys and their awful wordplay on "Leap Ahead"?

      What? Just because we make fun of a marketing slogan makes us AMD fanboys? Maybe we are all just making fun of it because it's just plain stupid?

  • Chip it. (Score:5, Funny)

    by Phariom ( 941580 ) on Saturday December 31, 2005 @02:46AM (#14369361)
    Crack that chip,
    Give the stocks a slip,
    Step up on and hack,
    Break your boss' back.

    When a problem comes along,
    You must chip it,
    Before the screen sits on too long,
    You must chip it,
    When something's going down,
    You must chip it.

    Now chip it,
    Into shape,
    Shape it up,
    Code it straight,
    Go forward,
    Leap ahead,
    Try to detect it,
    It's not too late,
    To chip it,
    Chip it good.

    When Intel turns math around,
    You must chip it,
    Intel won't ever live it down,
    Unless you chip it,
    They'll never get their way,
    Until they chip it.

    I say Chip it,
    Chip it good.

  • The new Logo (Score:3, Informative)

    by moo083 ( 716213 ) on Saturday December 31, 2005 @03:16AM (#14369440)
    Wikipedia's entry was updated with the logo if anyone is interested. [wikipedia.org]
  • Intel's board sees numbers going south and CEO of AMD Hector Ruiz is such a pain in their asses. AMD is indeed very happy with Ruiz, his paycheck is about half a mil bigger then Intel CEO's $1.8M, also Intel's CEO and other high officers were selling shares like crazy recently.

    http://www.reed-electronics.com/eb-mag/article/CA6 287342 [reed-electronics.com]

    Intel's insider selling: http://finance.yahoo.com/q/it?s=INTC [yahoo.com]
  • AMD's always been the little bastard brother of Intel, and always try to copy what they do, to keep up (marketing wise).

    Intel's got 586, AMD got 5K (5xx numbering).
    When later Intel pushed "Pentium", AMD also forgot numbers and went with Athlon.
    Intel's got Celeron, AMD got Duron (later Sempron) - they sound so alike.

    Now with Intel's Grand Vision for a Better World, I expect AMD will feel little and try to follow...

    Oh wait, check their site, they are already doing it. The banner on their home page is showing
    • Yes, I see the pattern. Intel was first to drop CPU speed from the processor name, first with 64bit x86 architecture, first with Dual Core, first with on-chip memory controller... AMD just copied that.

      Oh, wait...

  • English-centric slogan = bad (Score:3, Interesting)

    by Max von H. ( 19283 ) on Saturday December 31, 2005 @03:55AM (#14369530)
    I think it's a bad slogan for the simple reason "Intel Inside" was pretty much understood worldwide, even by non-English speakers. "Leap Ahead", besides sounding like a Chinese maoist revolutionary motto, won't appeal to the global populace the same way, unless they begin translating it in every language. Furthermore, it is a lot more difficult to articulate than "intel inside", to the point I seriously doubt a Frenchman or Spaniard could say it properly, let alone understand it first-hand.

    I guess the marketroids in charge should travel a little more outside the USA, just to get a grasp of the global Marketing English understanding in non-english-speaking countries (there's a lot of them, mind you).

  • The Intel Inside campaign dates to 1991... but the Pentium brand dates to 1993 [see http://en.wikipedia.org/wiki/Pentium [wikipedia.org]], and has been used to label multiple generations of processors now. When will Intel stop labelling its processors Pentium and come up with a new brand name?
  • A $2.5 billion marketing campaign? No wonder their chips are so much more expensive than AMD's !

  • Limp Ahead (Score:2, Funny)

    by catdriver ( 885089 )
    Intel, Limp Ahead -- It has a nice ring.
  • We had a little discussion here and can't figure it out: Is "leap" a verb ("Leap ahead with this chip") or a noun ("This is a leap ahead")? And if it is a verb, which mood is it -- are we talking about the imperative as in "You there, leap ahead!" or something more mundane like the "Leap ahead with this..." like above?

    I'm sure this all sounded good on paper to Intels little army of highly paid marketing droids, but to be honest, it's left me somewhat confused.

  • ... Think Different and Leap Ahead?

  • Who thinks up this crap? (Score:3, Funny)

    by RoffleTheWaffle ( 916980 ) on Saturday December 31, 2005 @07:49AM (#14369950) Journal
    Okay. 'Intel Inside', may not have been an incredible slogan, but at least it was... mildly catchy and somewhat memorable. It had a flow to it, it didn't sound silly, and while I doubt that the presence of an Intel processor is actually a selling point for computers nowadays, I never thought that 'Intel Inside' was a bad slogan.

    'Leap Ahead', however, sounds retarded. Really now, if it ain't broke, don't fix it, especially if you're changing off a good, well-known slogan for one that sounds stupid. I'm pretty sure the marketing department was really brainstorming this one...

    "We need to give Intel a FRESH TWIST. We need to appeal to the consumer electronics market, and now more than ever our ability to market these products is going to be a factor in the future of our firm. I say we start with a new slogan and go from there."

    "Uh."

    (20 hours later.)

    "... What about 'Leap Ahead'?"

    "That's stupid. You're stupid. But our shifts have been over for about twelve hours, so let's just leave it at that."
  • I did my "Leap Ahead" three years ago when I switched to AMD!
  • I use a Mac and am usually embarrassed when I see Mac fans going on about how the Mac is better than anything else on this earth including sex with Jessica Alba, but what really frightens me is what is going to happen next year when Apple starts bringing out Intel based Macs and they start to use the same fan based logic on Intel CPUs that they use on Macs: (Future Quote: "Intel is the best and I know this because Steve said so and I trust him with my babies and my credit cards")
  • When Intel Inside first started appearing on computers Dvorak predicted that it would be followed soon by enough manufacturer labels ("floppy drives by Toshiba", "screws by Acme") to make computers look like NASCAR racers. This prediction actually came true; recently I bought a Toshiba laptop and found that it had come adorned not just by the CPU manufacturer (Intel), but the video chipset, sound chipset, and wireless chipset manufacturers as well, and of course there's the required "Designed for Microsoft
  • What is this, the porcelain goddess olympics?

    To my mind, this slogan is easily confused with the Daylight Savings Time [wikipedia.org] mnemonics (no relation) "Spring Forward" and "Fall Back".

  • ... it was called a... "Jump to conclusions" mat [crooked smile]

    Sorry, I had to make the joke.
  • As someone who had been making clone PC's since the mid 80's, I remember being surprised by the "Intel Inside" slogan and stickers when I first saw them. REALLY soon after that I realized how brilliant it was when I started having to ask people who wanted to know if it had "the Intel" in it why they cared? At the time I was using Cyrix and AMD chips more frequently.

    Its really taken a long time for AMD to become a serious competitor again -- and they've only been able to do that because of trully significa
  • Bad move. These guys [leapfrog.com] may sue them for trademark infringement/dilution, etc. In any case, if I were Intel, there's no way I'd want people to associate my high-tech processors with the above computers.

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