{"id":1881,"date":"2010-11-10T10:56:43","date_gmt":"2010-11-10T15:56:43","guid":{"rendered":"http:\/\/www.vanderbilt.edu\/magazines\/vanderbilt-business\/?p=1881"},"modified":"2015-07-07T20:18:57","modified_gmt":"2015-07-07T20:18:57","slug":"bright-future","status":"publish","type":"post","link":"https:\/\/blogs.owen.vanderbilt.edu\/vanderbiltbusiness\/bright-future\/","title":{"rendered":"Bright Future"},"content":{"rendered":"<figure id=\"attachment_1642\" aria-describedby=\"caption-attachment-1642\" style=\"width: 220px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1642\" title=\"Bryan Deaner\" src=\"https:\/\/magazine.owen.vanderbilt.edu\/wp-content\/uploads\/sites\/15\/legacy\/2010\/11\/bryan-deaner.jpg\" alt=\"Bryan Deaner\" width=\"220\" height=\"270\" \/><figcaption id=\"caption-attachment-1642\" class=\"wp-caption-text\">Bryan Deaner<\/figcaption><\/figure>\n<p>When asked about his role as Global Brand Strategist at Intel Corporation, the world\u2019s leading manufacturer of microprocessors, Bryan Deaner, MBA\u201993, cannot help but talk about the future. His job, after all, is to look ahead from 18 months to 2018 and decide, in conjunction with Intel\u2019s other strategists and planners, how best to manage its $35 billion brand portfolio.<\/p>\n<p>This farsightedness, however, is not unique to Deaner and those he works with. If anything, the company as a whole has its sights set squarely on the horizon, as evidenced by its latest marketing and branding campaign, which Deaner had a hand in crafting. Known as \u201cSponsors of Tomorrow,\u201d it illustrates in a humorous, \u201cgeek\u00ad-chic\u201d way how Intel\u2019s technological breakthroughs will impact everyone\u2019s future.<\/p>\n<p>\u201cOne of the things I enjoy most about working here is that we\u2019re creating technology that moves society forward. We\u2019re changing the course of human discovery and endeavor,\u201d he says. \u201cI know that sounds really high-\u00adminded, but when you consider the fields that depend on our technology to advance\u2014health care, applied sciences, communications\u2014we\u2019re enabling fascinating leaps ahead.\u201d<\/p>\n<p>Even though Intel currently enjoys an 80 percent market share in the microchip business, Deaner\u2019s job is not without its challenges. He notes that brand management is sometimes more about the shifting mood of the consumer landscape than the competition.<\/p>\n<p>\u201cA major challenge right now is apathy. In many cases the conversation has moved beyond the chip\u2014how fast it is or how small we can make it. It\u2019s now about the user experience,\u201d he explains. \u201cFiguring out how to remain part of that conversation is difficult, especially when you\u2019re not a product for the end\u00ad-user, like a laptop or phone, but rather something inside one of those products.\u201d<\/p>\n<p>Deaner, who majored in electrical engineering as an undergrad, credits the Owen School with giving him the marketing tools to make sure Intel\u2019s voice is heard in spite of these challenges. \u201cI often hearken back to my experience at Owen,\u201d he says. \u201cMy engineering degree helps me understand the products we sell, but my marketing background is what translates that information for the wider audience.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When asked about his role as Global Brand Strategist at Intel Corporation, the world\u2019s leading manufacturer of microprocessors, Bryan Deaner, MBA\u201993, cannot help but talk about the future. His job, after all, is to look ahead from 18 months to 2018 and decide, in conjunction with Intel\u2019s other strategists and planners, how best to manage [&hellip;]<\/p>\n","protected":false},"author":341,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22,66],"tags":[34],"class_list":["post-1881","post","type-post","status-publish","format-standard","hentry","category-class-acts","category-departments","tag-fall2010"],"_links":{"self":[{"href":"https:\/\/blogs.owen.vanderbilt.edu\/vanderbiltbusiness\/wp-json\/wp\/v2\/posts\/1881","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.owen.vanderbilt.edu\/vanderbiltbusiness\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.owen.vanderbilt.edu\/vanderbiltbusiness\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.owen.vanderbilt.edu\/vanderbiltbusiness\/wp-json\/wp\/v2\/users\/341"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.owen.vanderbilt.edu\/vanderbiltbusiness\/wp-json\/wp\/v2\/comments?post=1881"}],"version-history":[{"count":1,"href":"https:\/\/blogs.owen.vanderbilt.edu\/vanderbiltbusiness\/wp-json\/wp\/v2\/posts\/1881\/revisions"}],"predecessor-version":[{"id":8843,"href":"https:\/\/blogs.owen.vanderbilt.edu\/vanderbiltbusiness\/wp-json\/wp\/v2\/posts\/1881\/revisions\/8843"}],"wp:attachment":[{"href":"https:\/\/blogs.owen.vanderbilt.edu\/vanderbiltbusiness\/wp-json\/wp\/v2\/media?parent=1881"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.owen.vanderbilt.edu\/vanderbiltbusiness\/wp-json\/wp\/v2\/categories?post=1881"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.owen.vanderbilt.edu\/vanderbiltbusiness\/wp-json\/wp\/v2\/tags?post=1881"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}