Intel Plans To Turn Its Tiny Atom Chip Into A Big Brand

Brian Fravel of Intel … 'The whole media landscape has changed'

From The Guardian:

Atom processors have become popular in netbooks, but Intel's Brian Fravel is trying to turn it into a brand that will get consumers buying Intel-based interactive TV sets, set-top boxes and lots of portable devices.

Technology can be challenging for brand managers, because "technology is all about change, and brand's all about consistency: there's a constant push-pull between those two things," says Brian Fravel, director of Intel's Brand Strategy & Management.

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