The man who worked on Intel Corp’s masterly ‘Intel Inside’ campaign hopes to weave the same kind of magic for networks. Soon you’ll switch on your TV and be blasted by the message: Bay Networks – Where Information Flows. Dave House, who worked on Intel’s branding strategy plans to repeat the success now he is president and CEO at Bay Networks Inc. What is really clever about such campaign is to create the illusion that when it comes to boring commodity items such as microprocessors or networking equipment the brand really matters. In fact, from the users point of view, it doesn’t really matter if it is ‘AMD inside’ or ‘3Com – Where Information Flows’. The reality is that it is software that makes the real difference but you can’t blame hardware companies for trying to grab some of the glory.
