Tune in for an inspiring conversation with Brett Hannath, CMO of Intel, as he shares his journey in reshaping Intel’s marketing strategy for a bold, business-focused future. In this episode, Brett dives into the pivotal shift from consumer to B2B marketing, highlighting why AI inference is the real game-changer. He also reveals how aligning with Intel’s product roadmap and collaborating with hyperscalers like AWS is transforming the tech giant’s approach to partnerships and innovation.
Get an inside look at how Brett’s vision for balancing creativity with operational excellence, while staying grounded in authentic messaging keeps Intel’s brand both relevant and impactful. Whether you’re a marketer, tech enthusiast, or just curious about the inner workings of an industry leader, this episode is packed with valuable insights you won’t want to miss!
Navigating Transformation: Intel’s Brett Hannath on Innovation, AI, and Marketing in a Competitive Landscape
A Legacy Brand’s Shift to B2B: Brett Hannath’s Vision for Intel’s Future
In the latest episode of the On The Road, Rick Currier visited Intel’s Santa Clara campus for an insightful conversation with Brett Hannath, CMO of Intel. Brett shared his journey within Intel, where he’s helped guide the company through its transition from consumer-focused campaigns—like the iconic “Intel Inside”—to a more B2B-centered marketing strategy. This shift is part of Intel’s commitment to align with the growing demands of enterprise clients and evolving technologies like artificial intelligence (AI).
Brett explained that moving away from traditional impressions-based metrics to revenue-driven outcomes was crucial for Intel’s growth strategy and he emphasized Intel’s need to remain competitive by “staying agile, listening to the market, and delivering exactly what our customers need.”
From Product Specs to Customer-Centric Solutions
They start discuss Intel’s evolution beyond its “speeds and feeds” marketing roots, which once revolved around hardware specifications, to a focus on practical outcomes for end users. This change aligns with Intel’s goal of making technology more accessible and meaningful for both businesses and consumers. Brett highlighted how Intel now emphasizes real-world benefits—such as longer battery life and enhanced performance in AI-driven applications.
By illustrating specific use cases, Intel aims to demystify AI and guide its customers in applying AI to achieve real results, avoiding the noise and hype that often accompany emerging tech trends.
Building Partnerships with Hyperscalers: Intel’s Tailored Solutions
One of the most compelling aspects of the conversation was Brett’s approach to Intel’s partner ecosystem, particularly in its relationships with major hyperscalers like AWS and Google. He described how Intel has adapted from selling standardized products to creating custom solutions, helping partners differentiate themselves. He explained, “You can’t approach a hyper-competitive field like AI as the behemoth,” pointing out the importance of Intel’s ability to adapt and innovate according to specific partner needs.
This collaborative approach is a part of Intel’s broader strategy to meet the demands of an evolving marketplace, where flexibility and relevance are essential for sustained growth.
Emphasizing Authenticity and Creativity in Marketing
Throughout the episode, Brett stressed the importance of authenticity in marketing and the value of storytelling. He emphasized that Intel’s goal isn’t just to lead the industry but to connect with customers on a deeper level. For Brett, this means highlighting Intel’s innovation in ways that build trust and resonate with audiences across diverse industries.
Currier noted that Hannath’s creative leadership style and dedication to Intel’s mission have made him an invaluable voice in the world of tech marketing, especially during times of change. Whether through digital transformation initiatives or AI-driven innovations, Hannath’s work is setting new benchmarks for what marketing in tech can achieve.
Final Thoughts
Intel’s journey from consumer-centric to B2B-focused marketing reveals both the resilience and adaptability required in today’s rapidly evolving tech landscape. Under Brett’s leadership, Intel is making strides not just in producing innovative products but in connecting those innovations to real-world needs. From optimizing partnerships with hyperscalers to pushing forward with AI applications and customer-centric solutions, Intel continues to stand as a brand dedicated to transforming technology into valuable, everyday solutions for businesses.
This approach to understanding and addressing customer pain points and enhancing the usability of AI-driven tools demonstrates how Intel is positioning itself as a leader ready to tackle the future. Brett’s insights underscore that in an industry as dynamic as tech, combining authenticity with innovation is key to staying ahead.
Listen to the full episode to hear firsthand about the power of partnerships, Intel’s unique approach to AI, and the importance of staying connected to customers in today’s competitive landscape.
Brett Hannath is the CMO at Intel
About Intel:
Intel (Nasdaq: INTC) is an industry leader, creating world-changing technology that enables global progress and enriches lives. Inspired by Moore’s Law, we continuously work to advance the design and manufacturing of semiconductors to help address our customers’ greatest challenges. By embedding intelligence in the cloud, network, edge and every kind of computing device, we unleash the potential of data to transform business and society for the better. To learn more about Intel’s innovations, go to newsroom.intel.com and intel.com.
