Advanced Micro Devices Inc yesterday touted its new consumer marketing brand, AMD Live!, which essentially answers Intel Corp’s latest Viiv brand for the consumer market.
The way AMD’s Live! is pronounced it rhymes with Viiv. When Intel first took the wraps off its Viiv brand at IDF in late August, the company stressed it rhymes with five.
However, AMD marketing architect Hal Speed pointed out that AMD first used its Live! tag a year earlier, in August 2004, on AMD-powered machines used in professional content creation. The question of why the two brands are so similar should really be pointed at Intel, Speed said.
Still, consumers have not before seen the AMD Live! brand, which previously could be found on music- and video-making equipment, such as audio mixing boards.
The first consumer multimedia machines to be branded AMD Live! are slated hit the market by mid-year, Speed said. Live!-branded desktops will be powered by Athlon 64 X2 dual-core processors, while notebooks will have dual-core mobile processors.
Intel Viiv-branded machines are slated for release in early 2006, according to Intel.
AMD had not yet released its new Live! logo, nor has it announced how it would be used exactly. Until now, AMD-powered consumer machines have been branded with AMD processor logos. Speed declined to comment on whether existing processor logos would be dropped. However, going forward, there probably is only going to be one [AMD] logo on the PC, he said.
The timing of AMD’s consumer marketing announcement relates to the company’s vision of 2006 being the tipping point of where the consumer acceptance of digital media will start to become pervasive, Speed said. And we’re already seeing that.
It also comes a day after Intel’s announcement of an overhaul to its image, including a new Intel. Leap Ahead tagline. The Santa Clara, California-based chipmaker also said it would drop its Intel Inside brand and replace its lowered-e logo with an oval-shaped design.
AMD and Intel both declined to comment on the size and scope of their marketing budgets for the new campaigns.
Sunnyvale, California-based AMD said its multimedia computing partners include Alienware, ATI, Broadcom, Motorola, Nero, Nvidia and Via.