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May 15, 2007

AMD New Phenom Brand Name

amd_logo_purdy.jpgAMD’s new brand name for its next generation dual and quad core desktop processors is set to be Phenom, as in “Phenomenal” and not “Phenomenon.”

Phenom is what we refer to as a clipping. That is, phenom was clipped from the word phenomenal. With most of the English language trademarked, clipping of existing words is becoming a more common naming technique.

A potential downside in this instance is that Phenom may not be instantly pronounceable and require us to think about how it's pronounced. However, with time and money, the pronunciation of Phenom should become easier.

AMD plans on dropping the “64” add-on and they will make up AMD’s high-end product line: the Athlon X2 will stay awhile longer while the stand-alone Athlon brand is gone and the Sempron (single-core) will compete against the Celeron.

The Phenom brand name is a “metaphor for the company’s expectation for the chips,” which are set to compete against market dominator Intel. Phenom chips will be the ultra-pricey, ultra-powerful chips set to take advantage of the demands of Windows Vista.

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Posted by William Lozito at May 15, 2007 7:43 AM
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You should be aware that "phenom" is actually a dictionary term:

It's also been used in things like titles of movies, etc.

"Phenom" is also well-established slang for "an extraordinarily gifted person."

Interesting but a "phenom" is usually a "person"..I am not sure that AMD wants to create that kind of personification of its brand. But the word is indeed in line with the brand name architecture.

Phenom is also the brand name of a pair of business jets being developed by Brazilian company, Embraer - the biggest plane maker you've never heard of. Expect to see the Phenom 100 and 300 zipping overhead in a couple of years.

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