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2009: The year of the rebrand

Posted on 17th Feb 2009 at 18:42 by Richard Swinburne with 1 comments

Richard Swinburne
I'm going to forgo the continually depressing reiteration of "economic downturn" or whatever you want to call it. But since quite a few large companies are posting massive demand drops and insolvency is the latest craze these days, there's no doubt we're seeing an unfortunate trend of re-branding take an ever present role in "new" product lines.

Of the companies that we spend the majority of our time covering, Intel, Nvidia and AMD are getting in on the act.

Despite the billions of dollars of investment Intel is ploughing into its 32nm facilities, the chip giant still feels the need to rename its ICH7 southbridge (first released in 2005) to something different for the next release of its popular Atom product: Pineview. Inside the "new" southbridge, there's still the same set of features but, on the outside, there's a fresh coat of paint as it'll now be known as Tigerpoint.

Rawr!

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