Featured cases
- ABM Industries 2012
- AkzoNobel 2008
- Alcatel-Lucent 2006
- Alliance Boots 2006
- Apple 2007
- Aramark 1994
- ArcelorMittal 2007
- Assurant 2004
- Bausch & Lomb 2004
- BDO International 2010
- Belgacom 2003
- Boise Cascade 2002
- BP 2000
- Broadview Security 2009
- Brocade 2007
- CA 2005
- Cardinal Health 2003
- CEC Bank 2008
- Chemtura 2005
- Cisco Systems 2006
- Cision 2007
- Computer Associates 2001
- Covidien 2007
- Credit Suisse 2006
- CSC 2008
- Daimler 2007
- Delta Air Lines 2007
- Devon Energy 2007
- DSM 2011
- Eastman Kodak 2006
- EDF 2005
- Experian 2007
- Federal Express 1994
- FedEx Corporation 2000
- FICO 2009
- Fiserv Inc. 2009
- Fortis 1998
- Fortis 2006
- Fortis 1991
- Genworth 2004
- Gillette 1993
- Grant Thornton 2008
- Harcourt General 1993
- Harlan Laboratories 2008
- Hyperion 2006
- Ingersoll Rand 2005
- Intel 2006
- Invista 2003
- Johnson Controls 2007
- Kemper 2011
- Lineage Logistics 2012
- LM Wind Power 2010
- Lucent Technologies 1996
- Marathon Oil Corporation 2011
- Marsh & McLennan Companies 2011
- Massachusetts Institute of Technology (MIT) 2003
- McGladrey 2010
- Meredith Corporation 2009
- MFS Investment Management 2012
- Morgan Stanley 2006
- Nielsen 2007
- Nokia Siemens Networks 2007
- Novartis 1997
- NXP Semiconductors 2006
- Outward Bound USA 2005
- Polycom 2012
- Princeton University Press 2007
- Reliance ADAG 2006
- Rockwell Collins 2006
- Samsung 1993
- Sensata Technologies 2006
- Shipley Energy 2011
- Sistema Telecom 2006
- Smith & Nephew 2003
- Sprint (Sprint Nextel) 2005
- Starbucks 2011
- Tenneco 1995
- Texenergo 2011
- The Joint Commission 2007
- The Paley Center for Media 2007
- The Phoenix Companies 2006
- Thomson Reuters 2008
- Tyco Electronics 2007
- Umicore 2001
- Unilever 2004
- Unum Group 2007
- Vale 2007
- Vantiv 2011
- Velfina 2004
- Wolters Kluwer 2005
- Wyeth Pharmaceuticals 2002
- Xerox 2008
Case: Intel 2006
 2006  1991  1969 Andy Grove, Senior Advisor and ex-CEO, is of course a living legend. The bigger the past, the more the future must promise. To quickly build a new legend, new CEO Paul Otellini knew he must not only change the strategic paradigm -- he must communicate the change with impact and credibility. The substance of change would be real (essentially, from from PC-focused chips to market-facing chip/software 'platforms'). But Otellini also knew the communication challenge would be significant, perhaps beyond Intel's experience. So a year ago, he hired Samsung's marketing star Eric Kim and made him a direct report... an outsider who (as reported in Business Week) "could play bad cop and push through unpopular changes when necessary." Kim then retained Inter Public Group's McCann Erickson for advertising counsel, and its FutureBrand unit for identity work. On October 20, Kim indeed played bad cop: he told the leadership team that to put impact and credibility behind the new positioning (and implicitly, the new leadership), the 37-year-old "dropped-e" logo must go, along with the "intel inside" marketing badge. To replace both marks FutureBrand designed a wordmark-in-a-swoosh, a variation of the Intel Inside swoosh, relocating its notch to anchor the Leap Ahead tagline. It's a balancing act, intended to express meaningful change yet retain the equity of a stable and trusted company. Tony Spaeth CREDITS FutureBrand (NY) CASE INFO Submitted by: Tony Spaeth, 14/11/2006 |
MATRIX DATA
DRIVERS | TOOLS | ||
| Strategic driver: 70% | |||
|
Broaden scope/scale/visibility Remove limiting category association | 20% | x | Identity system elements: Verbal elements: Tag lines |
| x | Situation facts: Corporate level facts: Industry definition | ||
| x | Change event : High visibility: Campaign | ||
|
Change internal culture Refresh & redirect competitive energy | 20% | x | Identifier tactics: Logo change: Wordmark-dominant |
| x | Identity system elements: Verbal elements: Tag lines | ||
| x | Change event : Medium visibility: Launch event | ||
|
Change expressed personality Renew/refresh public image | 30% | x | Identifier tactics: Logo change: Wordmark-dominant |
| x | Identity system elements: Verbal elements: Tag lines | ||
| x | Change event : High visibility: Campaign | ||
| Functional driver: 30% | |||
|
Design weakness Increase visual strength/quality | 30% | x | Identifier tactics: Logo change: Wordmark-dominant |