Will.i.am is now Creative Innovation Director for Intel

I like that companies are started to realize how important creativity can be to their organization.  
In the Intel Anncoucement, Deborah Conrad stated, "We’re thrilled to tap into the limitless creativity will.i.am brings to the table. He’s not only a brilliant artist and producer, but also an innovator pushing the bounds of technology professionally and personally. We share a strong interest in innovation around music, art and lifestyle, and are excited to join forces to establish an authentic, emotional connection with consumers.”

Ok. In the first link, the blogger talks about how Lady Gaga has also joined forces with Kodak to help the company creatively.  What do you think of these collaborations? Do you think this is the way technology companies should go in their search for market share and innovation?

I have been saying for years that technology companies are not paying enough attention to creativity and design and that if they change this, they will attract more customers.  Is this really the best way to attract customers for a product which no one really sees?

I am interested to see how Will.i.am will be able to make intel more creative and help Intel connect with consumers.   Are they using him just for marketing to replace their Intel inside slogans or are they going to start marketing a chip that is affiliated with him like automobile dealers do with cars.  Instead of an Eddie Bauer version of an automobile, you can have a Will.i.am chip. (what would it include?  His voice integrated into the chip somehow or a flexible idea of intellectual property rights?)

I believe this is the right direction for technology companies but I don't think you need to be using celebrities.

There are a whole slew of creative people out there that you can tap into to help make your products more interesting to consumers... .Check out Deviant Art and you will see that people love being creative, who are talented and are using technology or hire some Youtubers who use technology daily to put out there vlogs, movies and viral entertainment.