How Qualcomm Is Trying to Make the Leap to Consumer Brand
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Mobile computing cemented Apple and Samsung as household names while the company that made the processors powering their smartphones went largely unnoticed. But now Qualcomm is out to transform itself from a relatively obscure b-to-b company to a widely recognized consumer brand on par with Cisco, GE and IBM.
“More and more consumers are starting to care [about] and be interested in the technology in their devices,” said Dan Novak, Qualcomm’s VP-marketing, PR and communications. “You can say Qualcomm is an unknown brand, and we still are to an extent, but early adopters are still concerned about what’s inside phones.”
Qualcomm is trying to tap into that interest with marketing initiatives including a branded tech blog; native ads; Facebook campaigns; a partnership with Major League Baseball to enhance smartphone connectivity in ballparks; integrations with blockbuster sci-fi films; a smartwatch; and its first major video-advertising campaign — a commercial for its Snapdragon processors that ran during the 2013 NBA Finals.
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