Rumor: AMD to drop Vision branding

AMD’s branding initiatives don’t have a terribly good track record. Remember Better By Design? Or the AMD Live! push? Yeah, probably not. Even the Fusion label, once used to refer to APUs, was repurposed into a generic corporate trademark and eventually abandoned.

Now, according to SemiAccurate, the Vision brand is about to earn its place in the graveyard of AMD’s short-lived marketing initiatives. The site says "all references" to the Vision name will be removed from new PCs and product literature. Going forward, laptop palm rests and desktop chassis will simply tout the processor inside—with the word "platform" tacked on for appearances. For example: "AMD A10 platform," "AMD E2 platform," and so forth.

At least, that’s the rumor. A visit to AMD’s website still shows prominent Vision branding in the APU section. The current labels—Vision E1 and E2; Vision A4, A6, A8, and A10—aren’t too different from what SemiAccurate proposes, since they already emphasize AMD’s APU families. However, getting rid of the mildly confusing and arguably pointless word "Vision" ought to simplify things a little.

AMD first introduced Vision branding in September 2009. "VISION Technology from AMD breaks the model in how PC benefits are communicated," the company said at the time. "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."

Comments closed
    • jonjonjon
    • 7 years ago

    so when do they ditch Never Settle? poor amd what happened?

    • RtFusion
    • 7 years ago

    One thing that this article reminded me of:

    [url<]http://www.youtube.com/watch?v=r4UNoECibYk[/url<] Queen - "One Vision".

    • HisDivineOrder
    • 7 years ago

    AMD and ATI before them truly enjoy putting out branding initiatives. They love doing it every couple of years or so. Invariably, the branding always fails, but hey… the guys doing the branding work keep… having something to do.

    It’s like when your boss comes in and explicitly tells you you’re doing something because it’s necessary and it will improve productivity and you’re that one guy who raises his hand and is like, “Didn’t we just… stop doing that last year because it was unproductive?” And then you wind up in Siberia, raking snow into piles to sort out later. And then when you go into your run-down USSR-built secret internment camp and the guy in charge tells you, “Work well and you will be treated… well. Work badly… and you will die.” And you raise your hand and you say, “But last week you said not to overdo it because we’re going to be here a long, long time…”

    And then you end up out in the middle of the barren snowfields in a few artificial furs with William Shatner saliva in your mouth and some old guy who likes to complain whining about how you should leave him because he’s finished.

    Management always likes to change course every year or so in order to look like they’re doing something, anything other than what they’re really doing: nothing at all. Slowly changing little, obvious things helps keep the masses satisfied that things are happening, preventing them from realizing that what’s really needed are the Big Changes (TM pending).

    • colinstu12
    • 7 years ago

    Good! I hate names/gimmicks for “platforms”

    MY AMD GRAFFICS CARD WORKS BETTR BECUZ AMD CPU.

    *eyeroll*

      • NeelyCam
      • 7 years ago

      Don’t forget the AMD memory and SSD

    • squeeb
    • 7 years ago

    Anyone remember the Fusion gaming app they put out? Whatever happened to that?

    • Scrotos
    • 7 years ago

    Bring back the PR+ CPU ratings! Where’s my A10 PR2500+?!?

      • ronch
      • 7 years ago

      That’s gonna be even harder in the era of multi-core CPUs.

    • Geonerd
    • 7 years ago

    I never did care enough to look up what it was supposed to mean.
    Now that I’ve seen the official corporate BS, “VISION Technology from AMD breaks the model…”, I’m glad it’s dead. Of course, the Marketing Monkeys will just replace it with another IQ-30 initiative. πŸ™

    • rwburnham
    • 7 years ago

    Average consumers do not know or understand what the branding mean. Tech folks like us do not care about branding because it’s just marketing fluff. We just want to know the names of all the parts in our computers.

    • kathyes7309
    • 7 years ago
    • ronch
    • 7 years ago

    Doesn’t matter what they call their products as long as they deliver on Performance/Watt/Dollar. They can call their stuff AMD BLIND technology for all I care. If their products handily beat comparable Intel products in terms of Performance/Watt at a better price then people are gonna snap them all up like crabby patties.

      • axeman
      • 7 years ago

      Yep, Intel has possibly the worst branding out there, which they have confused beyond belief. First of all “Core” is a horrible brand name. (Is the processor in an iMac an Apple Core?)

      Then there’s the naming… “2nd generation Core” processors are the 4th family to be branded as such (Core (Yonah), Core 2, Core i5 (Nehalem), then Sandy Bridge). and no one really knows what the model numbers mean, outside of i3 < i5 < i7 (I’ve heard people saying you need i7 for full VT support, which is wrong, but it depends on model of i5). Now they’re calling Ivy Bridge “3rd *Generation* Core”, but other than the IGP, it’s pretty much a die shrink with a couple of tweaks.

      Rant over, Intel just proves that technical superiority is lot more important. Unfortunatly, AMD has basically nothing worth buying now, no matter how they try to brand it.

        • BobbinThreadbare
        • 7 years ago

        Confusing is not the same as bad.

        • brucethemoose
        • 7 years ago

        [quote<] Intel just proves that technical superiority is lot more important. [/quote<] Not sure if you're being sarcastic... Intel's proven that branding is alot more important. [quote<] Unfortunatly, AMD has basically nothing worth buying now, no matter how they try to brand it. [/quote<] OC'd Piledriver is arguably a competitive workstation chip in it's price segment. But it's a pretty tough argument. Llano was a beast of a laptop chip, and when OEMs stick it in a half decent package, trinity is too. But thier branding is not only terrible, it has absolutely no market penetration, as this article pointed out.

    • maxxcool
    • 7 years ago

    I’d love to read more, to bad SemiAccurate now costs 1000$ a year to read “premium articles”… >:(

      • MadManOriginal
      • 7 years ago

      LMAO it’s $1000 per year?!? I know it went to a subscription model but I didn’t know the price. Even the best, legitimate, long-time real news companies don’t cost anywhere near that. You can get real, useful, monetarily justifiable subscriptions like Investor’s Business Daily or the WSJ or NYT in published hardcopy form [i<]delivered[/i<] for 1/3 that. Charlie is a complete moron if he thinks $1000 per year for his garbage is realistic...either that or he's a genius because it will give him something else to rant about when it fails.

        • NeelyCam
        • 7 years ago

        They believe they get their stuffs through Charlie’s connections before anybody else, so industry watchers/investors/professionals might find it worth the money.

          • maxxcool
          • 7 years ago

          That is what I think….

          • brucethemoose
          • 7 years ago

          Consulting is one thing that might be useful to investors, but the reliability of their news articles isn’t worth that.

          • UrBoiCJ
          • 7 years ago

          The subscribers to Semiaccurate aren’t going to get much insight on what’s going to happen in the industry considering a Intel CPU Architect recently said on an AMA that he reads it for “humor value” and that “it’s clear that the people who leak to semiaccurate work very far removed from any real engineering work”.

            • cavemanjim
            • 7 years ago

            Every public Intel statement goes through PR. He wasn’t talking without his hand being held, and Intel would love to stop the leaks going out through S|A. If you can point to where he was wrong in any of his recent reporting, please do so. The financial analyst community would love to know they’re wasting their money.

            Consider also that Anand and Scott consider Charlie credible. You don’t?

            • WaltC
            • 7 years ago

            Getting lead by financial analysts is the blind leading the blind…;)

            • Karlander
            • 7 years ago

            And I know some people at AMD leak to semiaccurate for “humor value” as well.

            • NeelyCam
            • 7 years ago

            That sounds interesting.. link?

      • Meadows
      • 7 years ago

      You can read those for $200 a year with the regular membership, as opposed to the professional subscription.

      What the difference is, I don’t know.

      Is the price still high? Definitely.

        • maxxcool
        • 7 years ago

        There is a “delay” in some articles if you don’t go all out πŸ˜› …. crazy ….

        • MadManOriginal
        • 7 years ago

        Even $200 per year is a ridiculous price for the garbage he puts out. Anything worthwhile is reported on legitimate sites for free anyway. If it were $20 or so per year, maybe, but anything in the 3 figure range is delusional.

      • Deanjo
      • 7 years ago

      That makes the National Inquirer a steal considering they have the same amount of credibility and costs far less.

      • LoneWolf15
      • 7 years ago

      Hookers and blow cost less.

    • Helmore
    • 7 years ago

    Why not remove the the word “platform” as well? Just a sticker that says: “AMD A10”.

      • MadManOriginal
      • 7 years ago

      Yeah, that would be better…simple and short, includes the company name and the product name, ‘platform’ is just redundant and if they think ‘Vision’ is useless, then ‘platform’ is more so.

      • nico1982
      • 7 years ago

      On a side note, I can’t think of a more abused naming scheme than [b<]A[/b<][i<]x[/i<]: Cortex A5, A7 and A15, Apple A5, A5X, A6, A6X, AMD A10, A8, etc πŸ˜›

        • Helmore
        • 7 years ago

        Not even iSomething? πŸ˜›

      • chΒ΅ck
      • 7 years ago

      I didn’t know AMD made airplanes.

    • Arclight
    • 7 years ago

    I remember people being very pissed off when they droped the ATI branding though….

      • Helmore
      • 7 years ago

      I still am *sniff*. I’m still an ATI fanboy, after all these years. (and even if I sometimes have NVIDIA GPUs :P)

      I would like it if they would revive the ATi branding. If they did, I sure hope they’ll do the name honor though. I wouldn’t like it if they used it in another weak excuse of a marketing campaign.

        • Sargent Duck
        • 7 years ago

        I’m still an ATI fanboy as well.

        *If* AMD ends up tanking (not that hard to imagine right now), I’m sure they’d sell off their graphics division as “ATI”…at least one hopes.

        • dashbarron
        • 7 years ago

        I still say ATI by default.

      • ronch
      • 7 years ago

      Well, they needed to justify their $5B shopping spree.

    • Homerr
    • 7 years ago

    I’m crushed.

    • stoydgen
    • 7 years ago

    The Vision sticker fell off my DM1 recently, now we know why.

    • chuckula
    • 7 years ago

    I find their lack of VISION disturbing!

      • Deanjo
      • 7 years ago

      You forgot the *force choke*

        • Arclight
        • 7 years ago

        This calls for a [url=http://www.youtube.com/watch?v=AFA-rOls8YA<]rap battle[/url<]

      • tahir2
      • 7 years ago

      Wonder how many millions of dollars AMD sunk into market research to figure out no one cares.

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