GoreTex offers an earlier visionary example of ingredient branding, as it was always more important than the actual product brand ñ leading to the holy grail of ingredient branding: pull through with your customerís customer. Now Texas Instruments, the semiconductor and technology company with a 75 year history, is applying the direct to the consumer approach to help stimulate market demand among end users.
The Texas Instruments brand is probably best known to consumers for calculators and early forays into personal computers. Beyond that, it has long been pretty quiet. Now Texas Instruments is in the midst of a significant campaign to promote Digital Light Processing ñ or DLP technology. DLP is used in a range of projection and display applications by a number of different companies making the TVs
and selling them to consumers. The consumer television environment is cluttered with formats, features and technologies ñ from HDTV and LCD to Plasma and HDMI, aspect ratios, vertical lines of resolution, flat panel vs. flat screen; itís enough to make all but the most savvy technophileís head spin. DLP offers yet another source of confusion. So Texas Instruments takes the opportunity to help their own customers sell DLP products more effectively with a campaign to speak directly to consumers, educating end users about the difference of their technology.
Intel did not invent ingredient branding, but they did take the strategy to a whole new level. (At this point I think theyíre a victim of their own success here, but thatís a blog for another day.)