What do you do when you’re a company that’s lost market share to another company? You re-brand yourself of course! You change the way people look at your company. And.. that’s exactly what we’re seeing with the new AMD brand campaign that was introduced today under the name “Fusion”.  Using the tagline “The Future is Fusion”, AMD is essentially telling the world that they’re a solutions company. They have the technologies, the partnerships, and the know-how to bring everything together to meet the customer’s need. As Nigel Dessau, AMD senior vice president and chief marketing officer puts it – “Fusion is AMD’s way to express how we blend our customers’ needs, dreams and desires with our unique passion for enabling innovation”

One audience that can potentially see the impact of the new Fusion branding will be the gamer community as AMD has released a new program called the “AMD Fusion for Gaming Utility beta” that will supposedly allow gamers to experience better performance on AMD-based systems. The program is actually ideal for non-hardcore gamers who’ll want additional speedups at the click of a button (really.. a button). For a more in-depth look at this utility, check out Anandtech’s review of it here – you’ll be surprised as to what else the utility does – especially on Windows Vista platforms.

The real question now is – will this work for AMD? Clearly the company has lost it’s processor leadership to Intel and now work must be done to get customers to realize that the solution is not necessarily in a single product but in a whole solution – processor, graphics chipset, third party vendor etc.

Yet, one can’t help but feel that AMD is simply masking their problems at this time. The company’s desktop processors are lagging Intel’s processors. Their recent Phenom processor launch was a dud which required a little fixing to say the least. The company’s mobile ambitions are somewhat lagging as Intel’s Centrino 2 platform continues to win out. It’s non-existent in the emerging netbook market. It has to deal with NVIDIA on the graphics front (though they are arguably in better shape there given NVIDIA’s recent woes). AND.. it doesn’t even have a large chipset business to support it’s processors.

So.. what do you do when your products aren’t necessarily stellar? You re-brand yourself!

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