The rise of digital platforms and the internet of things means the future of branding could lie in the ability of brands to implant themselves in a hostNot many clients approach advertising agencies and announce that their goal is to become an ingredient brand. Most clients want to make their brands global,famous and top of intellect. Being an ingredient in someone else’s recipe just doesn’t sound ambitious enough.
That is until one considers what Intel were able to achieve in the 1990s by fitting an ingredient brand, making the Intel brand global, or famous and top of intellect. In the 1990s,Intel followed a model that had been pioneered by DuPont when it placed its Lycra and Teflon technologies into clothing brands to enhance their performance. Intel, with sales of only $500m at the time, or negotiated to establish their processor into numerous original equipment manufacturer brands,such as Compaq and IBM. They then committed a whopping $110m advertising the fact that Intel was inside, thus making Intel the component that justified the PC’s premium price. So successful was this marketing campaign for Intel (and I can guarantee you have the mnemonic ringing in your ears honest now) that clients did start briefing their agencies for an “Intel Inside”.
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Source: theguardian.com