• Forbes CMO Network, Thursday, May 20, 2010 10:54 AM

Laurie Burkitt speaks with Intel's newly appointed CMO, Deborah Conrad, about the evolution in Intel's marketing from B2B to the consumer. Intel has said it's particularly interested in capturing artsy 19- to 24-year-olds who tend to be trendsetters and can "make new technology products fly off shelves."

The reason Intel is reaching out to young people with all-day performance events featuring musical acts like Phoenix, Sleigh Bells and Diplo? "They don't want to be marketed to," Conrad says. "They don't want anything that isn't authentic. So we're creating something that is."

Conrad points out that technology is more than computers. "It's in slot machines, soda machines and cars. We have to be able to translate that into all markets and carry with it all the equity that we've created in it," she says. Among the companies that have informed and inspired their new direction are Sun, Toyota, BMW, Sony, Samsung and LG.

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