Friday, 19 September 2008

AMD Launches New Corporate Brand

Advanced Micro Devices (AMD) Thursday launched a new corporate brand campaign under a new tagline, “The Future is Fusion.”

According to a statement released, the campaign is intended to focus on how the AMD combination of technologies, coupled with close relationships with computer manufacturers and a deep understanding of customer needs, results in exciting next-generation capabilities and experiences at work, at home, and at play.

“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.

According to AMB, 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.