I have found that corporate communications briefs for technology companies tend to have one thing in common. “Make people see the amazing innovation we have here” they say. Sometimes that innovation is easy to find, sometimes not. The motivation for wanting that innovation brand association however can be murky but often has an undercurrent of ‘we want our brand to be more respected, valued, get us out of commodity positioning’.
So when real commitment to market- and economy-moving innovation comes along, you have to applaud it.
In this economy, you need to scream your sincere appreciation for it, because it shows a commitment to be stronger tomorrow than you are today.
Example: Intel announcing this week a $7B investment over the next two years as they upgrade their facilities for 32nm technology used for the production of new faster, smaller, energy efficient chips. (Note: Intel is a client).
Intel CEO Paul Otellini said it so well this week on NPR. http://tiny.cc/4FLW7 “New technology is what pulls companies in technology out of recession,” he said.
And when asked what feedback he gave President Obama on the stimulus package, he did not hesitate to support plans to spend on much needed infrastructure investments, with the National Science Foundation, quality of classroom infrastructure, and tackling long-overdue problems that technology can solve, like electronic medical records. “My God,” Otellini said. “How long have we talked about that (Health IT)”?
How long indeed.
And just how long have we applauded brands for ‘innovation’ when there was little substance beyond an island in second life?
Intel has set a bar. And the best thing about that bar is if you really listen to what they are saying, they want more companies to meet and beat that bar. A rising tide raises all ships.
Lets not get amnesia about that bar on innovation when things get better, OK? Who else do you see raising the bar? I’d love to applaud them.
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Behind The Scenes: Ogilvy PR, Washington, D.C.