About the ProjectTasked with redefining Intel’s high-end desktop strategy, I developed the Core X-Series to signal unmatched performance and prestige. The new tier energized the Core brand, delivered record-breaking results, and became a benchmark for aligning brand strategy with customer ambition.
Intel needed to better differentiate its high-end desktop processors—products offering major performance gains but carrying a premium price. Despite strong specs and clear price separation, the existing Core branding fell short of meeting the expectations of power users and performance enthusiasts.
I led market testing and scenario planning to understand how high-performance customers perceived value. The research revealed a desire for a distinct, elite identity that went beyond standard Core branding, creating space for a new tier.
Intel launched the Core X-Series, a brand extension symbolizing innovation, exclusivity, and raw power. The “X,” inspired by chipset nomenclature, became shorthand for extreme performance—resonating with gamers, creators, and PC enthusiasts who wanted the best of the best.
The Core X-Series revitalized Intel’s appeal to high-end users, drove record-setting revenue and margins. This project earned me an Intel Achievement Award—the company’s highest honor for non-engineering professionals. The initiative became a model for how aligning brand architecture with customer expectations can unlock new value and strengthen market leadership.
