They should pick a few random people out of the phone book and pay them handsomely for their advice, this way they might start to "see themselves as other see them". Most of all they need to recognize the phenomenon of "brand destruction" which has manifest in clueless campaigns such as "Ultrabooks", brands that should have been killed off years ago ("Celeron", sorry, low performance brands have a shelf life, there's a reason why Honda is still making the Civic but GM is not making the Chevette) and that they should write it in their bylaws that they are getting out of the GPU business permanently (they've made so many awful products it will take 15 years for people to get the idea that an Intel GPU adds value, instead it's this awful thing you have to turn off so that it won't screw up graphics in your web browser when you're using a Discrete GPU.) People might get their heads around the idea that an Intel CPU is a premium brand if it had a GPU chiplet from a reputable manufacturer like AMD or NVIDIA.
(Oddly when Intel has had a truly premium brand, as in SSDs, they've ignored it. Hardly anybody noticed the great 95% latency performance that of Intel SSDs because hardly anybody realizes that 95% latency is what you feel when your computer feels slow. Intel SSDs were one Intel product that I would seek out by name, at least until they sold their SSD division. Most people who've run a lot of Intel SSDs swear by them.)