Intel has refreshed its iconic 'Intel Inside' campaign with a new slogan, 'That’s the power of Intel Inside,' emphasizing its role in the modern world. The campaign reflects Intel's belief that its products and technologies can unlock the potential of employees, customers, and partners. The original 'Intel Inside' campaign from 1991 marked a shift in tech marketing, directly targeting consumers and highlighting the processor as a key selling point for PCs. This co-branding strategy encouraged PC makers to display the Intel Inside logo on their products, which made these systems more 'familiar' to average users and thus gave consumers confidence. As the PC market exploded in the 1990s, the Intel Inside campaign played a major role in differentiating Intel from competitors like AMD, Cyrix, IBM, and many others, highlighting Intel’s then-dominance inside PCs, which continues today, even though some believe that AMD now has better brand recognition than Intel.

In the 1990s, Intel Inside promoted Pentium and Celeron CPUs as processors that largely defined user experience back then. Things changed in the early 2000s when Intel introduced its Centrino platform that bundled an Intel CPU, chipset, and wireless network adapter, which were meant to work together, improving user experience and boosting Intel’s balance sheet (while driving some smaller rivals out of business). Eventually, Intel shifted its focus toward performance tiers and user experience with its Core series (i3, i5, i7), thus transitioning Intel Inside to a more supporting role.

While the Intel Inside slogan and logo still appear widely, Intel’s wide brand ecosystem focused on user experience has largely blurred the importance of the company’s own brand. With the new slogan — That’s the power of Intel Inside — the company is again focusing on promoting its own brand while tying it to user experience and the ubiquity of ICT today.