Intel To Rebrand Processors In 2008

DJ notes that TechARP has up a look at Intel's plans to rebrand their processors, including what must be a leaked internal chart of the old and new landscape of product names. This story doesn't seem to have been picked up anywhere else yet. Quoting: "We just heard from an anonymous source that Intel will be rebranding their processors in 2008... These new brand names will come into effect on the first day of 2008. Intel hopes that these new brands will not only leverage the strong Core 2 brand but also make it less confusing for the consumer. At the moment, the Intel Centrino mobile platform has five different logos with brands like Centrino, Centrino Duo and Centrino Pro. Starting from January 1, 2008, Intel will consolidate the Centrino Duo and Centrino brands under the Intel Centrino brand, and rename the Centrino Pro as Intel Centrino with vPro Technology."

Comments

from a trusted source

[Speare]

I just heard that the new names range from Confusium to Confusium Core 2 Gold Pro Deluxe 1800 Gamma.

Seriously, though, when has Intel ever simplified the brands to make things easier?

Worst adverts ever!

[smallfries]

For the love of god slashdot, for once be brave and do NOT under any circumstances RTFA. It never stops loading! There are cycling video ads in strips own the side and it uses that horrific ad-word shit. It was like a view into hell itself...

Re-rebranding?

[Wowsers]

Core re-branding such as "Hard-core" (for gamers), "Soft-core" (web browsing) and "Core-blimey" (for every other application)?

Apple's Core

[iknownuttin]

Didn't Intel just rebrand dropping "Pentium" and going with "Core"?

I think that they're having legal problems with Apple on that one. Apple wants to trademark "Apple Core" for their OS kernel and since they do business with Intel now, they're in some negotiations.

That was pretty good! I pulled a business and legal argument out of my ass that sounds plausible! Get it - "Apple Core"! Funk in A, I need to market myself for some of those seven figure Fortune 500 consulting jobs! The above is the kind of horseshit that gets you in the door!

Translation:

[dpbsmith]

A new manager has just arrived. He found the old product name confusing.

Unfortunately, they're confusing for a good reason: the product line is complex.

So, he'll impose a new set of names on it. He will think the new names are less confusing, because they make sense to him. And he says it will make things less confusing for customers, because he projects his own feeling onto his customers. And perhaps the new names really are a little less confusing.

But in reality it will make things more confusing, because of the name change.

The people who actually did understand the old names will be confused by the new ones, and the people who learn the new ones will be confused whenever they have to deal with legacy memos or documentation that uses the old ones, and everyone who is deeply involved in the products will have to carry around with a little wallet-sized conversion table around them with both sets of names on them.

Meanwhile, the average customer won't be aware of anything other than the processor brand (Intel) and the clock rate.