"Intel Inside" worked to build awareness of the Intel brand. The campaign validated the idea that, for a certain amount of ad spending, one can build brand awar

"Intel Inside" worked to build awareness of the Intel brand. The campaign validated the idea that, for a certain amount of ad spending, one can build brand awareness, even for a CPU chip. But, compared to Qualcomm, for example, do people need to be aware of a brand in order for that brand to be dominant? With the rise of mobile gaming, the fact that people don't know what chip is in their phone casts even more doubt on the value of brand awareness. Intel got dominant by always having a design and/or fab dominance over rivals. A "one-two punch." Who among PC buyers understood that? On top of that, if Gelsinger is serious about building a contract fab business, that has sales and marketing needs way outside of anything Intel does today.