How does a company build off of tradition and into the future of a constantly evolving technological society? Innovative branding always helps. Intel is moving into the future with the goals of being seen as a company focused on the following marketing categories: mobile, digital home, enterprise, and health. Through new brand images like "Viiv" (rhymes with jive) and "Intel. Leap Ahead," Intel hopes to instill in their consumers a stronger connection to the company's mission to "discover and instigate the next 'leap' in technology, education, social responsibility, and manufacturing." The image Intel projects is one that shows how their products make life better, richer, and more convenient for everyone. These lofty goals of brand image are being actualized partially by their product, but also by Intel's exhaustive efforts to educate consumers on what they are doing and how their products can change lives. Enter Intel's interactive educational programs.

One might ask what could possibly be interactive in the computer chip producing industry. The small chips that run our computers influence our lives on a daily basis and yet we fail to recognize the source of this power. Intel has changed this trend drawing attention from their phenomenal product, accessibility, brand recognition, and truth. One of the ways Intel is spreading their name is through their highly interactive, educational museums. A visit to the Intel Museum is a one-hour, self-guided experience that features state-of-the-art, computerized, tours in seven languages (English, Spanish, French, German, Japanese, Mandarin Chinese, and Korean). Activities in the museum include learning labs, interactive Intel timelines, chip zooms (where viewers can zoom in on computer chips to learn more about the inner structure of chips), Intel culture theatre (shows what its like to work at Intel) and much more. Intel also offers the experience of microchip production. All of the experiences offered in the museum show how Intel is already changing the world through technology; helping the customer recognize the influence Intel has on their daily lives. In addition to their museum project, Intel is intensely involved in educational pursuits.

For educators visiting their museums with students, Intel provides interactive pre-visit packets along with post-visit jigsaw puzzles and scavenger hunts to help ensure a memorable experience. If an institution doesn't have the means to make it to an Intel museum, teachers can still take their students on a virtual tour by using the internet. In any case, Intel is educating both the young and old on products that are a major part of their life by associating their brand with education, innovation, excitement, and determination. This example reveals one of the many ways Intel is engaging their customer's cultural interests. In addition to education, Intel has a vast Environmental and Safety department working on projects such as computer recycling (an estimated 130,000 computers are disposed of daily!) with companies like eBay, Apple, Microsoft and HP. Intel has been active in producing means to not only reduce the environmental consequences but to follow the old boy scout adage of "leave it better than you found it." Intel is achieving this through a focus on proper chemical disposal and reconfiguration, water use, waste recycling, employee safety and wellness, and building waste reduction goals into new manufacturing technologies.