BusinessWeek sat down with Intel's CEO Paul Otellini to talk about Intel's upcoming plans, which include the change of its logo, the drop of the Pentium brand, the drop of the Intel Inside phrase and a brand new range of products throughout 2006.
In the '80s Intel left the memory-chip business in favor of microprocessors and today the company is slowly breaking into other markets such as cell phones, handhelds, digital health and the digital home.
Some people might think it's crazy to tinker with one of the most widely recognizable brands in the world.
Changing the name of our products goes a long way to put an exclamation point on the design change that's behind them. Is it orthodox to walk away from one of the most recognized brand names in the world? Probably not. I don't think we'll walk away from it overnight. In fact, we will keep it on in a large manner for quite some time. But the new brand at the top, in terms of where we want to drive the product, is going to be focused on [the new brand] Core, Core Duo in particular, which signifies the dual-core nature of it and also the fact that we have a whole new sheriff in town.
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