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For years Advanced Micro Devices has been trying to convince end-users to make “smarter choice” and buy AMD processors and ATI graphics cards. But the times are changing and the world’s second largest maker of central processing units (CPUs) now wants to advertise Fusion of its technologies and products with interests of end-users.

Starting from the 18th of September, AMD kicks off its new advertising campaign entitled “Fusion”, which, the company hopes, will help it to redesign its corporate image and show end-users that the blend of its technologies and products – despite of the fact that they do not always win benchmarks – provide the best possible experience.

“Fusion is AMD’s way to express how we blend our customers’ needs, dreams and desires with our unique passion for enabling innovation. 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,” said Nigel Dessau, AMD senior vice president and chief marketing officer.

AMD hopes to tell end-users that its technologies and products can be found anywhere – in a server room, in an office, at home inside video game consoles as well as inside personal computers for gaming.

Fusion is actually a code-name for AMD’s microprocessors that have both general-purpose x86 engines as well as graphics processing engines. While the usage of the word now may cause some kind of confusion among general public, AMD claims that going forward so-called accelerated computing will play a much bigger role. AMD hopes that in future all the software will be able to take advantage of processing power of both CPU and GPU, which also can be described as fusion.

Unfortunately, AMD’s Fusion campaign looks to be more focused on emotions of potential customers, not actual benefits that Fusion brings. The whole “The Future is Fusion” campaign is about corporate re-branding and promoting of AMD’s balanced platform approach. As a result, it is hard to expect a substantial effect of the campaign on actual sales of AMD.

Tags: AMD, Fusion

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