Duh – deh – duh – dah! You know the sound. It seems that every commercial for a PC over the past 25 years has had that familiar jingle, reminding us that whether it’s a Dell, or an HP, or something else, what you should really care about is its processor - the Intel chip that makes it great and helps you achieve great things.
Through their 'Intel Inside' campaign, Intel set the standard for how B2B brands should market their highly technical products. Remember – Intel sells to engineers, not consumers. How easy would it have been for them to say “Our buyers are sophisticated and technical, they need serious, sophisticated and technical content.” It would have been easy, but in a competitive market, they wouldn't be the company they are today.
Instead, they promote their brand like this:
And they collaborate with artists like Lady Gaga, as they did for the Grammy's. They focus on the power their technology enables, not the technology itself.
Some people call this ‘ingredient branding’. Others just say that Intel markets the most profitable commodity in the world.
In 1991, in the early days of the Intel Inside campaign, only 24% of buyers in a survey were familiar with the brand. Just four years later, that figure soared to 94%. Almost every consumer everywhere knew they wanted Intel. Did they know exactly how it worked?
The same goes for the end-users of your products. But until you start showing them why they should buy from you, and who your company is, they will continue to ignore what you do and how you do it.
Brands who stop focusing only on ‘how’ and ‘what’ and move to ‘who’ and ‘why’ can enjoy gains in market share – hopefully to the extent of Intel.
Today, Intel is a $138 billion company. It has a P/E ratio of just over 12. It declares a dividend, meaning it has cash to spare.
Is there another tech company with sophisticated, technical products that can say the same thing?
Yes – the other one that focuses on the joy their products bring to customers instead of the features and specifications.
Coincidence? No way.