AMD is spending big bucks on a new corporate brand campaign to promote Fusion. The firm wants to make the world believe that "The Future is Fusion", and the keyword in that tagline is probably "future" as it will still take at least another year until the first Fusion chips from AMD, which combine a CPU with a GPU, will be available. Kinda weird to start promoting your products so early but the firm probably doesn't have much else that's exciting enough to shift people's attention away from Intel's upcoming Nehalem processors.
“Fusion is AMD’s way to express how we blend our customers’ needs, dreams and desires with our unique passion for enabling innovation,” said Nigel Dessau, AMD senior vice president and chief marketing officer. “While this unique approach has always been our practice, ‘Fusion’ is the most focused articulation yet of how AMD marries innovation with collaboration in ways that can yield benefits to the marketplace greater than the sum of its parts.”
The adoption of the “Fusion” brand and the accompanying global campaign, which is expected to run through the end of the year, are among several steps AMD is taking as part of a broader transformation designed to sharpen its focus around its core microprocessor and graphics technology businesses. AMD recently signed an agreement to sell its Digital TV business to Broadcom as part of its efforts to better focus resources on its core computing and graphics businesses.
The new company brand and the campaign were designed to address marketplace directions that AMD identified through internal research, and by working closely with its strategic customers and partners who depend on AMD’s microprocessors to offer choice to consumers worldwide.
“We anticipate that AMD’s new ‘Fusion’ campaign will spark new opportunities in the market,” said Michael Mendenhall, senior vice president and chief marketing officer for Hewlett Packard. “For some time, we’ve enjoyed a successful collaborative relationship with AMD that’s helped our business offer differentiated solutions that address our customers’ most pressing challenges.”
At the heart of the campaign is the “Fusion” brand concept: a unique energy created by connecting AMD people and technology with those of its partners. Fusion is the AMD working philosophy that marries innovation with collaboration, and is the process by which AMD and its partners can enable next-generation technologies that change the way we live, work and play.
An example of ”Fusion” in the AMD product roadmap is its Fusion Architecture – the stated intent to combine the photo-realistic imagery made possible by its graphics processing units with the processing power of its central processing units. The company believes its new “Fusion” brand concept captures the benefits of this same collaborative initiative across a range of technology platforms, partner relationships, employee teams, and market segments.
You can check out AMD's Fusion campaign at their website. Also new is the AMD Fusion for Gaming utility, an article with more about that application will follow in a second.