Intel Confidential — Do Not Forward

Intel : 2014 Consumer Understanding “On the Brink”

Purpose: Identification of Intel’s business challenges and VB&P’s strategic approach

WHAT"•Strategic thinking that forms the foundation of Intel marketing"

"WHY"•To inspire and develop a strategic approach to marketing and advertising

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PC growth is contracting; down 10% in 2012 – Stuart Pan, CFO

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Business Challenge: PCs are Losing, and Intel = PCs

Brand

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Intel Brand Equity

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Communication Platform

Enrich the life of every person on earth

Performance Innovation Trust

UnexpectedPassionateOptimisticBold

Reason for being

Differentiators

Personality

Brand Pyramid

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Essence:

Enrich the life ofevery person on earth

Values:

Performance, Innovation, Trust

Personality:

Bold, Optimistic, Unexpected, Passionate

Point of Differentiation:

Intel-Level Performance

Point of Parity:Capable of powering your favorite devices

Emotional Benefit:

Intel technology inspires people to look inside, empowering them with control, freedom, and a sense of achievement

Functional Benefits:

Speed, Power, Reliability, Quality

Target

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Intel’s Global Target AudienceGlobal 18-34 year olds, on the brink of adulthood mindset who live all over the world

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South Park

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http://www.southparkstudios.com/clips/382794/we-cant-afford-that-one

53% of 16-22 year olds and 48% of 23-30 year olds would give up their sense of smell to keep technology!

! -McCann Global Survey, 2011

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The Importance of Technology

Socioeconomic factors further personal tech-dependence

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6 in 10Millennials have jobs, half are part-time. Double the US average.

by 2017,Millennials will have more spending power than any other generation.

21%of Millennials believe that you can have a relationship without ever meeting in person.

5 Key Target Observations

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Technology is not a discrete category, it is a vital element of Millennial lifestage and lifestyle

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Connection keeps me moving forward

An internet connection is the foundation for achieving my potential

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1. MOBILITY

Technology is a companion that connects me to what I care about

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2. ENGAGEMENT

Communication CompetitionRelationship EntertainmentIce-Breaker

Relationships AdventureCreation Social Chatter

Immediate Connection

New devices improve my social currency and status

Opening weekend sales of the iPhone have quintupled since 2008-2009

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3. WILLINGNESS TO SPEND

The devices and brands I choose are a reflection of me

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4. STYLE

I crave immediate access to limitless content

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5. USAGE

Smartphone is a lifeline. It keeps me connected. I never leave home without it.!"Always in reach of media. Access to on-demand, curated entertainment is key.!"Constantly in conversation. I am always in a conversation with multiple friends.

Consumer Insight

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Consumer InsightGlobal 18-34 year olds are on the brink of realizing their potential. Despite new challenges threatening their progress, their potential is not impeded. Technology helps them look inside, revealing what matters most.

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ntia

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time

human progresstechnology

On The Brink: The Moment when Potential is Unleashed

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“Don’t be encumbered by history. Go off and do something wonderful.”"-Noyce

Self-Actualization

Brand Positioning

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Brand Positioning Statement

To a culture that requires technology performance to discover and unleash potential, Intel is the only technology brand connecting people to what matters inside, because for 45 years Intel has relentlessly pursued scientific breakthroughs innovating what’s inside technology.

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Perceptual Mapping & Archetyping

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Competitive Context: Leading the Transition

WORK PLAY

LEAD

ING

LAG

GIN

G

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Iconic brands adopt an archetype

Intel understands the power of On the Brink

• Through empathy, Intel plays the role of facilitator and catalyst, helping every individual unleash their potential to change and enrich life and society.""

“If you plan on being anything less than you are capable of being, you will probably be unhappy

all the days of your life.” "-Maslow

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Intel Archetype

Ruler of old school PC’s Challenging people to Look Inside

Coach

Strategic Idea

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LOOK INSIDE DEFINITIONWhere you’ll discover the strength to unleash potential.

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Differentiation is vital. Empowerment is a category norm.

In the past year, 200 tablet brands were introduced, chip wars continued, and Snapdragon encroached on ‘inside’ territory

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Any technology empowers, the right technology unleashes potential"

From Empowerment to Potential

“Empowerment" gives Intel and technology too much credit. "

People want and expect credit for their accomplishments."

It's a person’s potential that Intel and technology unleashes.

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The potential that Intel unleashes is boundless

Potential is capable, possible, promising, on the brink, craving, driven by higher expectations"

"Potential is NOT latent, unrealized, dormant, undeveloped"

"Potential requires the contribution of human strength in order for it to be realized"

"Intel unleashes human potential

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Look Inside: How Intel Enriches Life

"1) Look Inside research revealed that “it’s what consumers can do with technology, not what technology does for them”"

"2) Intel motivates you to look inside to unleash your potential"

"3) Your life is enriched when your potential is unleashed."""

Source: IMR Look Inside, 8/9/13

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Potential to unleash spirit, and fulfillment

Implications

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Implications for Look Inside

• Media"• Messaging"• Targeting"• Positioning"• Innovating

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2014 Brand Brief

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2014 Brand BriefWhat key business challenge does the brand face?"

Intel, its products and the brand, is not widely considered as key criteria when consumers evaluate, shop and purchase technology products. "

How is the brand or product encountered?"

Intel’s product experience is unrecognized or, at best, invisible. Mobile, wireless and multimedia users are less likely to be cognizant that Intel is inside their products. The iconic blue Intel badge is less prevalent today, as new categories of technology products have emerged, dwarfing the importance of PCs."

Who are we engaging, what competes for their attention?"

Global 18-34 year olds who are the early majority of technology adopters. They believe they are cultural influencers and opinion leaders. Technology is the conduit that connects them to what maters most. "

The main competitors vying for consumer attention are devices and what they connect users to. Unique, innovative and game-changing Internet content brands, tools and experiences have trained consumers to look for what’s next, not necessarily what is inside."

What is the consumer insight?"

Global 18-34 year olds are on the brink of realizing their potential. Despite new challenges threatening their progress, their potential is not impeded. Technology helps them look inside, revealing what matters most."

What is the idea?"

Look Inside: Where you’ll discover the strength to unleash what’s inside to realize what matters most, potential."

 

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2014 Brand Brief (continued)What is the Reason to Believe?"

The advantage of technology is what you can do with it, not what it does for you. Intel-level performance (e.g., speed, power, reliability, quality) enables human beings to unleash their potential."

How does the category engage creatively and how can we challenge this?"

Consumer technology communications tend to be complex informational, impersonal stories depicting features, performance and over-promising solutions. Intel can challenge the category status quo with simple, immersive personal stories with credible emotional benefits. "

What is the role of communication?"

The collective elements of the brand campaign must break-through category formulas and grab attention. Ultimately, communication will create greater awareness, relevancy and affinity of and for Intel, driving purchase consideration and intent of products with Intel Inside."

Where and when will the communication have the most strength?"

Messaging will be most powerful and persuasive where stories seamlessly integrate with our target’s connected and mobile lifestyle. Create authentic experiences that intersect with prevailing cultural moments to stimulate organic conversation."

Brand Behavior"

Archetype: Motivator – a trusted advisor dispensing wisdom; Coach – an instructor who enlightens; Promoter – an advocate supporting a cause."

 

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Manifesto

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Intel: Defining Look Inside""

INTEL: DEFINING LOOK INSIDE "

For the Look Inside platform to have true meaning, we need to define not just WHAT look inside means but WHY it matters. We intuitively know

that "It's what's inside that counts.” But why is it important to look inside? "

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The Answer: "

Because that is where you will find the strength and power that will unleash the potential to move beyond the brink."

 

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!

Intel: ManifestoCulture is constantly on the brink of the future; what was once only imaginable suddenly becomes tangible, possible, achievable. To exist is to test where you

can go, how much you can experience, what you can create. !

"Some say Intel is on the brink again, on the brink of…failure or success or evolution. But, we’ve always operated on the margins, at the crossroads of possibility and impossibility. We flourish during the critical moments on the

precipices of change; we continue to invent and strive to be on the brink. !

"We believe technology’s power enables humans to reach forward and upward.

The most important element of technology is inside, and that matters most because we know when we look inside ourselves we progress forward,

advancing humankind’s potential beyond expectations.!

"We believe what’s next defines who we are and what we can become. Don’t be

encumbered by history, go off and do something wonderful.

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!

Thank You

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Intel Confidential — Do Not Forward

Appendix

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