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#1
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Is Centrino brand all that strong?
It sounds like a desperate attempt by a competitor to discredit a
successful campaign. However, looking at the details they are indicating that only people who travel in airports regularly know about Centrino, and obviously ... techies. But the rest of Mr. or Ms. Joe or Jane Average? Nada. Yousuf Khan |
#2
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On Thu, 03 Feb 2005 22:07:42 -0500, Yousuf Khan
wrote: It sounds like a desperate attempt by a competitor to discredit a successful campaign. However, looking at the details they are indicating that only people who travel in airports regularly know about Centrino, and obviously ... techies. But the rest of Mr. or Ms. Joe or Jane Average? Nada. I think where Centrino has REALLY succeeded, despite what AMD is saying, is in convincing the laptop manufacturers. Just have a look at what the likes of Toshiba and IBM are selling, it's damn near ALL Centrino laptops. Whether or not customers buying laptops actually care is another matter, but the marketing money Intel is providing along with the Centrino brand is doing wonders for moving products. ------------- Tony Hill hilla underscore 20 at yahoo dot ca |
#3
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On Thu, 03 Feb 2005 22:07:42 -0500, Yousuf Khan
wrote: It sounds like a desperate attempt by a competitor to discredit a successful campaign. However, looking at the details they are indicating that only people who travel in airports regularly know about Centrino, and obviously ... techies. But the rest of Mr. or Ms. Joe or Jane Average? Nada. Google up centrino brand strength and wade through the links yourself. :-). All the players are smart, all know about marketing and branding, all know that marketing and branding cost money. Intel has lots of money, but they are under constant pressure to keep their margins in line. How would you spend the money? Brands are very, very expensive, but every marketer wants a recognizable brand, and whether a brand is "recognizable" or not may depend on how you ask the question. Look at enough notebooks and notebook ads with the Centrino logo, and the brand becomes recognizable, if only from the distinctive shape of the logo--that's why really good graphics designers make so much. To the prospective buyer, that logo becomes a feature they want to have, even if they don't know why (cf. Corinthian leather). To turn the question around: how much market clout do you think an AMD logo has? RM |
#4
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On Fri, 04 Feb 2005 08:11:24 -0500, Robert Myers
wrote: On Thu, 03 Feb 2005 22:07:42 -0500, Yousuf Khan wrote: It sounds like a desperate attempt by a competitor to discredit a successful campaign. However, looking at the details they are indicating that only people who travel in airports regularly know about Centrino, and obviously ... techies. But the rest of Mr. or Ms. Joe or Jane Average? Nada. Google up centrino brand strength and wade through the links yourself. :-). All the players are smart, all know about marketing and branding, all know that marketing and branding cost money. Intel has lots of money, but they are under constant pressure to keep their margins in line. How would you spend the money? Brands are very, very expensive, but every marketer wants a recognizable brand, and whether a brand is "recognizable" or not may depend on how you ask the question. Look at enough notebooks and notebook ads with the Centrino logo, and the brand becomes recognizable, if only from the distinctive shape of the logo--that's why really good graphics designers make so much. To the prospective buyer, that logo becomes a feature they want to have, even if they don't know why (cf. Corinthian leather). Was (fine) Corinthian Leather really all that successful? Most people don't know what Centrino is anyway - it's generally perceived as meaning an Intel CPU... with a possible assocation with long battery life. To turn the question around: how much market clout do you think an AMD logo has? If you watch F1 or the Tour de France... maybe? How much clout does Lance have in the U.S.?shrug It's just the wrong color - most people hate green [try to sell a green car]; they should change it to sky-blue or maybe puce./facetious -- Rgds, George Macdonald |
#5
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Yousuf Khan wrote:
It sounds like a desperate attempt by a competitor to discredit a successful campaign. However, looking at the details they are indicating that only people who travel in airports regularly know about Centrino, and obviously ... techies. But the rest of Mr. or Ms. Joe or Jane Average? Nada. Yousuf Khan Oops, forgot to paste the link: Intel Centrino brand weak, AMD thinks http://www.theinquirer.net/?article=21073 Yousuf Khan |
#6
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Robert Myers wrote:
To turn the question around: how much market clout do you think an AMD logo has? Funny, you should ask, looks like AMD is asking itself the same question: AMD strikes back at Intel brand hegemony http://www.theinquirer.net/?article=20890 Yousuf Khan |
#7
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On Fri, 04 Feb 2005 17:12:32 -0500, George Macdonald
wrote: On Fri, 04 Feb 2005 08:11:24 -0500, Robert Myers wrote: Was (fine) Corinthian Leather really all that successful? Most people don't know what Centrino is anyway - it's generally perceived as meaning an Intel CPU... with a possible assocation with long battery life. No no no! Centrino means that you can use WiFi at the top of Mount Everest! Dontcha know?!? Geez.. If you've got Centrino than you can use WiFi ANYWHERE! Just watch the commercials! : To turn the question around: how much market clout do you think an AMD logo has? If you watch F1 or the Tour de France... maybe? How much clout does Lance have in the U.S.?shrug It's just the wrong color - most people hate green [try to sell a green car]; they should change it to sky-blue or maybe puce./facetious Hmm.. I guess I yet again do not fit the standard profile. Not only do I rather like green, but I also watch F1 and have even been known to catch the odd bit of the Tour. Maybe that's why I like AMD processors?! : ------------- Tony Hill hilla underscore 20 at yahoo dot ca |
#8
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On Fri, 04 Feb 2005 23:02:04 -0500, Yousuf Khan
wrote: Robert Myers wrote: To turn the question around: how much market clout do you think an AMD logo has? Funny, you should ask, looks like AMD is asking itself the same question: AMD strikes back at Intel brand hegemony http://www.theinquirer.net/?article=20890 Yousuf Khan I'm glad to see that AMD has started paying more attention to my posts to comp.*. ;-). It's an ancient story. A better mousetrap just isn't good enough. At the risk of dragging the discussion off-topic, another organization that seems to have gotten religion is NASA: http://origins.jpl.nasa.gov/about/index.html I didn't direct you to the actual homepage of the Origins program, because _it_ is still stuck in classic NASA look-at-the-latest-metal-we-hurled-at-the-heavens mentality. With that little misstep, though, NASA seems finally to have grasped that it is more important to tell an engaging story than it is to do the impossible. RM |
#9
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On Fri, 04 Feb 2005 17:12:32 -0500, George Macdonald
wrote: On Fri, 04 Feb 2005 08:11:24 -0500, Robert Myers wrote: snip Brands are very, very expensive, but every marketer wants a recognizable brand, and whether a brand is "recognizable" or not may depend on how you ask the question. Look at enough notebooks and notebook ads with the Centrino logo, and the brand becomes recognizable, if only from the distinctive shape of the logo--that's why really good graphics designers make so much. To the prospective buyer, that logo becomes a feature they want to have, even if they don't know why (cf. Corinthian leather). Was (fine) Corinthian Leather really all that successful? Corinthian Leather was successful enough to get a writeup in the Wall Street Journal, and Chrysler stuck with the ad campaign through many millions of dollars. I think that campaign was well into the focus group era. Did it sell cars? Would I be spending time here if I _really_ knew the answer to questions like that? ;-). Most people don't know what Centrino is anyway - it's generally perceived as meaning an Intel CPU... with a possible assocation with long battery life. But it doesn't matter. It's a feature. The feature, you argue, is poorly correlated in the minds of potential buyers with actual benefits, but that doesn't matter if it's a feature people want. If I'm not mistaken, full Centrino is more expensive than Pentium-M+855 Chipset+OEM-supplied wireless. The OEM is buying the ad campaign, not the functionality. To turn the question around: how much market clout do you think an AMD logo has? If you watch F1 or the Tour de France... maybe? How much clout does Lance have in the U.S.?shrug Why would an American spend his time riding a bicycle in _France_? Real men don't ride bicycles, they don't wear shorts like that, they don't spend time in France or, if forced to do so, don't advertise it, and they don't use AMD processors. People who ride bicycles, wear shorts like that, spend time in France, and/or use AMD processors probably spend their spare time playing weird computer games. It's just the wrong color - most people hate green [try to sell a green car]; they should change it to sky-blue or maybe puce./facetious I liked your analysis of Sempron better. ;-). RM |
#10
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On Sat, 05 Feb 2005 10:28:29 GMT, Never anonymous Bud
wrote: Using a finger dipped in purple ink, Tony Hill scribed: No no no! Centrino means that you can use WiFi at the top of Mount Everest! Dontcha know?!? Geez.. If you've got Centrino than you can use WiFi ANYWHERE! Just watch the commercials! : Yeah, in the middle of a park with NOTHING around for hundreds of yards! That Intel, they're really good at (make up something)... Marketing? ------------- Tony Hill hilla underscore 20 at yahoo dot ca |
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