Company Culture Transforms a Geek into a Rock Star
Who would have known that my new favorite rock star would be sporting a sweater vest and tie, accessorized with a big laminated name-badge on a lanyard? Meet Ajay Bhatt, co-inventor of the USB and the star of Intel’s newest ad campaign dubbed “Sponsors of Tomorrow.” He can make even the geekiest geek swoon with admiration and a touch of envy.
According to an article on Forbes.com, Intel’s newest campaign is also its biggest in nearly three years and is a first to spotlight the promotion of the Intel brand instead of a processor product.
The Forbes article quotes Deborah Conrad, Intel Vice President and General Manager of the Corporate Marketing Group. She says “For more than 40 years, Intel has been delivering tomorrow’s ‘normal’, and our new marketing campaign is a way for the world to be made aware of this fact. We’re hoping to convey that we’re not just a microprocessor company, but a move-society-forward-by-quantum-leaps company.”
In essence, this new campaign is one that reflects the culture of Intel – not simply a product. Having worked with Intel on numerous projects and programs over the past four years, it’s refreshing to see the company break away from “speeds and feeds” to focus on what’s really fabulous and fascinating about the company – its people, their innovation, their willingness to take calculated risks in the effort to push our world forward.
The Sponsors of Tomorrow campaign is actively leveraging Intel’s company culture to build the Intel brand – a key component of internal-external marketing alignment. Your company culture is the channel through which you deliver your brand to the world. It’s your people who bring it to life for your customers.
In the case of Intel, it’s people like Ajay Bhatt. He may have very few opportunities to interact with Intel customers, but he is a powerful contributor and ambassador of Intel’s culture, which ultimately shapes the brand.
Who are the unseen rock stars that shape your brand? How do they contribute to the culture within your company? We’d love to hear from you.
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May 13th, 2009 at 9:22 pm
Am I the only one who doesn’t like that it actually is NOT the real guy but an actor they got to play the rockstar geek? It bothers me. Not a lot, but it bothers me.
May 14th, 2009 at 2:46 pm
To commenter Kelly — if it makes you feel any better, Ajay Bhatt didn’t want to be in the ad. He has more important things to do…
May 19th, 2009 at 1:45 am
I like the idea that they used the ‘real’ Ajay Bhatt, but it looks to me more like they’re making fun of him. Something to do with the way the ad is shot makes it seem like a mock session.
July 14th, 2009 at 9:03 pm
I think it’s brilliant brand positioning. Intel’s move to become more brand centric may just give them the boost they need in today’s economy. While I’d agree it’s not the best to have an actor play the part – I don’t think that greatly detracts from the message.
We’re all Rock Stars in our own way – and I think the general public will really relate to this “every man” messaging.
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