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Why might it be important for Intel’s future business success to promote a new brand image?

MANAGEMENT DECISION CASE
Page 399- 401

Intel Uses Storytelling to “Let the inside out”

Questions for Consideration

What was the issue with Intel’s old branding? Was this just change for change’s sake? Why might it be important for Intel’s future business success to promote a new brand image?
Intel uses both their new internal creative team and outside advertising agencies as well. What are the pros and cons of using an internally-staffed creative advertising team? What activities that an ad agency performs might be more efficiently handled by an outside group?

Intel shows their storytelling ads on both TV and via the internet. Is TV still a viable media choice for tech companies like Intel or should they migrate all these ads to the internet? If they use both types of media, how can they ensure that there is consistency between the two media strategies to optimize their advertising spend?

 

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