“Leap” between Intel and AMD

BANGALORE: Intel's brand transformation replete with change of logo is complete now. Typing in www.leapahead.com takes one directly to Intel's website whose home page splashes in with declarations of a “Leap Year” for the company. It seems as though an unknown fan of Intel's bete noir, Advanced Micro Devices (AMD), could not resist a tongue-in-cheek repartee in response to Intel's intentions to “Leap ahead”. Clicking on the URL www.leapsbeyond.com takes a user directly to the AMD website.

Eric Kim, Intel's chief Marketing Officer who joined Intel from Samsung last year is the main creator of the branding exercise.

“This evolution will allow Intel to be better recognized for our contributions, establish a stronger emotional connection with our audiences, and strengthen our overall position in the marketplace,” Kim was quoted saying in a company press release.

Intel, which changed its Intel logo after 37 years, highlighted its all-new branding at the CES Show in Las Vegas USA recently. The show showcased Intel's dual core chips, its much-touted Viiv hardware platform for digital entertainment.