Many years ago, Intel introduced its processors to the public for the first time and set out to develop a marketing strategy that would allow anyone to easily recognize whether a computer was powered by their chips. That’s how the iconic slogan “Intel Inside” was born—quickly becoming a true symbol of the brand’s identity. Now, Intel aims to bring that slogan back, but with a fresh and modern twist.
It was during a 1991 campaign that the company first launched the slogan, which has accompanied its products for over three decades. “Intel Inside” not only identified devices containing Intel processors but also helped shape how users perceived computers powered by Intel technology. Any device with an Intel chip featured this distinctive label, serving as an instantly recognizable mark of quality. Today, Intel wants to take this concept even further, extending its meaning to also represent the advanced capabilities their products offer.
Since those early days, the company has undergone significant changes—both in structure and technology—while managing to preserve its unique essence. A key factor behind Intel’s success has been the blend of technological innovation and pioneering marketing strategies. At a time when it was beginning to establish itself as a leader in the computing industry, Intel also emerged as a trailblazer in tech marketing.
The “Intel Inside” campaign was revolutionary. For the first time, a component manufacturer stepped into the spotlight by visibly branding the final products. Until then, companies like Apple and Microsoft offered systems under their own names without drawing attention to the component makers behind the scenes. Intel broke that pattern by stamping its name directly on devices, giving its processors a prominent role.
This move paved the way for other manufacturers to start highlighting which components their products included—leading to the now-commonplace labels showing what kind of processor or graphics card a device contains. Now, Intel wants to reclaim that identity and expand it beyond just hardware. Rather than focusing solely on chip design, the company aims to strengthen its overall presence across the tech industry.
That’s why Intel has adopted a new slogan: “That’s the power of Intel Inside”—a modern version of its 1990s catchphrase that preserves its original spirit while emphasizing the company’s current role in global tech innovation.
