AMD infuses corporate brand with the Power of Fusion

The campaign is intended to focus on how the unique 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.

At the heart of the campaign is the "Fusion" brand concept: a unique energy created by connecting AMD people and technology with those of its partners. Fusion is the AMD working philosophy that marries innovation with collaboration, and is the process by which AMD and its partners can enable next-generation technologies that change the way we live, work and play.

An example of "Fusion" in the AMD product roadmap is its Fusion Architecture - the stated intent to combine the photo-realistic imagery made possible by its graphics processing units with the processing power of its central processing units. The company believes its new "Fusion" brand concept captures the benefits of this same collaborative initiative across a range of technology platforms, partner relationships, employee teams, and market segments.

"At work, Fusion means delivering leading server performance against real-world workloads with best-in-class performance-per-Watt and powerful virtualization capabilities," Dessau said. "At home, Fusion means enabling people to share the full range of digital content on any screen they choose. At play, Fusion builds on the AMD and ATI record of leadership in providing the first 3-D graphics processing unit and driving the graphics for both the Microsoft Xbox 360 and Wii by Nintendo game systems."

Consumers, especially PC gaming fans, can see and experience the power of Fusion on their PC desktop in a new and exciting way. Available today for download, the AMD Fusion for Gaming utility beta2 is designed to allow gamers to experience greater performance on AMD processor-based PCs with a simple click of a button. It works by temporarily reducing resource-consuming background services while boosting compute performance with advanced acceleration technologies.