DECEMBER 31, 2005

Why Intel is in F1

Intel, the world's biggest chipmaker, will launch a major rebranding shortly. The phrase "Intel Inside" is to be dropped and the new motto will be "Leap Ahead". The company will also be changing its corporate logo. This will feature a swirl around the company name and the disappearance of the lowered "e". The aim of all this is to change the perceptions about the company as it moves from being a PC chip supplier to other areas of technology. The details of a new marketing campaign, which will include the F1 deal with BMW, will be revealed at the forthcoming Consumer Electronics Show in Las Vegas.