Chipmaker says that replacing the Athlon, Turion and ATI stickers on PCs with new Vision, Vision Premium and Vision Ultimate will give consumers ‘clarity’...
The Long March towards Brand Simplification continues this week with AMD announcing a new simplified brand which will replace its processor and graphics stickers on notebooks PCs as well as in advertising and other point-of-sale material.
That riot of stickers which turns your laptop’s palm rest into an advertising showcase will be replaced by a single sticker spruiking what AMD calls its
Vision Technology platform “to help consumers select the PC that best meets their needs.”
It’s less about promoting what’s in the box and more on what that box can do for you, reasons AMD.
“Today’s consumer cares about what they can do with their PC, not what’s inside,” said Nigel Dessau, AMD’s Chief Marketing Officer.
“Rather than the traditional model, which focuses on the technical specifications of individual hardware components, Vision communicates the value of the whole system and demonstrates the combined processing power of both the CPU and GPU to deliver a superior visual experience to mainstream PC users.”
But it’s not so simple than a single sticker can tell the story, so
here’s the catch. There will be three versions of the logo: Vision,
Vision Premium and Vision Ultimate.
Thankfully AMD resisted the temptation to go all Microsoft on us and release Vision Home Basic,
Vision Family and Vision Enterprise With Sprinkles
The plain vanilla Vision is for modest everyday computing without the need for fancy graphics. Vision Premium adds support for Direct X 10.x and HD, while Vision Ultimate is suited to HD video editing and video encoding.
And because these differentiations aren’t anywhere near obvious, AMD will add a
second sticker next to the Vision decal to explain what you’d typically want to do with the digital content – See, Share or Create. Which makes more sense of it all, but gets back to stickerfest territory.