"Bong", Intel invents an impactful sound identity

Dive into the exciting world of sound identity with Intel, the microprocessor genius who revolutionized audio marketing. Intel is a manufacturer of microprocessors, a type of integrated circuit or chip that forms the heart of every computer. Intel's iconic "Bong" sound is one of the most famous and successful examples of sound identity in marketing history. In this article, you'll discover the secrets of this distinctive sound and understand how it helped strengthen the brand. You'll see how a few notes have turned the Intel Inside brand into a universally recognized sound phenomenon.

Revealing hidden technology

In a world where personal computers made their grand entrance in 1974, Intel had to find a way to stand out from the crowd. In the 1980s, Intel produced microprocessors that appeared in IBM's first PC and in devices from other manufacturers. In 1989, marketing director Dennis Carter launched the Red X campaign to encourage consumers to switch from the 286 to the 486 processor. In 1988, Dennis Carter came up with the idea for the Intel Inside campaign. Because a microprocessor is invisible inside a PC, the brand needed to find a remarkable and coherent way to raise awareness and draw attention to these products.

Prior to the "Intel Inside" campaign, the brand was largely unknown to consumers. The idea was to build a trusted brand by emphasizing the technological magic inside the guts of a computer. At the time, technology marketing focused on technical prowess. " Intel Inside " breaks away from this and makes itself accessible to the layman. The simple logo is loaded with enough meaning to give non-techies an easy way to understand that their devices contained cutting-edge components. The great thing about this campaign is that the brand's weakness has become its strength.

Dennis Carter: "Most consumers didn't buy an Intel chip, but rather a product with Intel Inside."

Intel, an invisible brand inside a PC, had to resort to audio to break into TV and radio advertising.

Bringing out the essence of the brand

In 1994, composer Walter Werzowa was given his life's mission: to create a sound that would convey reliability, innovation and confidence. The slogan "Intel Inside" triggered a melody in his head, becoming the famous jingle we all know today. The rhythm was inspired by the syllables of the slogan: In-tel In-side.

It took the composer about two weeks to create the jingle. The brand communicated to him its wish to have sounds that evoke innovation and the inside of a computer, while sounding corporate and engaging. What we hear are the adjectives the company would like to see associated with Intel: a modern, trustworthy, elegant, intelligent, simple and effective brand.

The first sound is an audio "spark" of more than 20 sounds, including a tambourine, an anvil, an electric spark and a hammer on pipe. Its landing note and the pause before the melody grab your attention right from the start. The four notes that follow are a mixture of xylophone, marimba, bells and other sounds. The result is a combination of different synthesizers, xylophones and marimba. Werzowa's composition, which lies somewhere between computer sounds and physical sounds, is unique, accessible to a wide audience and timeless.  

The song was technically called Intel Spiral, but people around the world knew it more colloquially as Intel Bong.

The "Bong" that transcends the media

Intel's "bong" is a brand signature that transcends all platforms - TV, radio, computers and voice assistants. Dennis Carter's team understood back in the 80s that a jingle developed as a true sound identity could create more brand value. The team chose to differentiate itself from what was being done at the time, since many jingles were sung.

What sets this jingle apart from other jingles of the same era:

  • its short melodic "cell", themnemonic audio
  • abstract, emotionless sounds
  • neither sung nor branded, only musical.

This sound logo has become a veritable model under the name of brand mnemonic, because it's a reminder of a brand in the mind. Although the brand name was not sung, it contributed to brand awareness, as the name "Intel" was often quoted in TV or radio advertising.

In addition to Intel ads, the notes resonate in ads for computers that use Intel chips, thanks to a marketing agreement between Intel and computer manufacturers. It's a stroke of genius, because even though it's not an Intel ad. The last sound you hear is the Intel Inside jingle. 

Dennis Carter said: "It's so familiar and recognizable that people can be in the next room and know what happened on TV.

Captivating the user experience

In 2000, Intel was ranked 4th most influential brand in Interbrand's ranking of the world's best brands. Quite a feat, given that the company manufactures components that most consumers never see. In 2015, Walter Werzowa composed a mashup with Beethoven's 5th Symphony. At that time, it was estimated that the signature sound was played every 5 minutes worldwide. 

Intel's sound logo was so successful that it was actually more recognizable than their visual logo. The impact of Intel's approach to sound branding, however, was revolutionary: integrating brand-specific notions into a jingle. In the past, brands were content to create jingles with a catchy melody.

When marketing strategy resonates

Intel was certainly not the first company to use audio as a branding element. But its impact was revolutionary. It made the link between the jingle and brand identity. It was one of the first brands to take the time to think about how it sounds. Audiobranding has since evolved, but Intel's influence is still deeply rooted in practice.

More and more brands are realizing the value and importance of the auditory component of their marketing communications. Technology companies, with their multitude of audible touchpoints, need a comprehensive aural branding strategy that relies on more than just a jingle to be heard and recognized.

So the next time you hear the Intel "bong", remember that behind this sound lies a bold and revolutionary sound marketing story. This simple jingle has left an indelible mark on the world of advertising and brand communication. Intel, sound proof that creativity and authenticity reign supreme in the world of marketing.

Intel's "Bong" is one of the sound identities that have shaped the history of the sound logo.