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Intel Dropping Pentium Brand

Zonk posted more than 8 years ago | from the getting-old-anyway dept.

Intel 364

Devistater writes "After changing their logo from 'Intel Inside' to 'Leap Ahead,' (and attempting to explain why 2006 is a leap year), Intel has now decided to drop the Pentium brand. Instead of an 'Intel Pentium 4 Dual core' you will be now be purchasing an 'Intel D 840.' You can see the intial steps of this move on Dell's desktop lineup. On the heels of the news of AMD outselling Intel in Desktop Retail sales for two consecutive months, is it really wise to change the logo to something that has no inherent brand identification, and to drop the incredibly recognizable 'Pentium'?"

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new logo? (5, Funny)

MadJo (674225) | more than 8 years ago | (#14481135)

Funny that Slashdot's category image sticks to the age-old logo for Intel.

Re:new logo? (0)

Anonymous Coward | more than 8 years ago | (#14481421)

Well yeah, /. sticks to all the old logos. Just look at the old Microsoft one, Bill Gates is a Borg. And now he's... um, nevermind. ;)

I think this is a bad move (-1, Redundant)

Anonymous Coward | more than 8 years ago | (#14481140)

I think this is a bad move!

Re:I think this is a bad move (-1, Troll)

Anonymous Coward | more than 8 years ago | (#14481189)

C'mon, tell us why! Did he touch his junk liberally?

Re:I think this is a bad move (1)

s4ck (895807) | more than 8 years ago | (#14481441)

no. no. good move. my AMD shares are doing just fine. keep it going intel!

Changing brands (3, Interesting)

ducttapekz (879839) | more than 8 years ago | (#14481141)

is it really wise to change the logo to something that has no inherent brand identification, and to drop the incredibly recognizable 'Pentium'?"

Sure it is. The first thing I think of is the original Pentium when I hear the word Pentium. Without the 4 after it, it inheritly sounds slow.

Re:Changing brands (0)

Anonymous Coward | more than 8 years ago | (#14481376)

I don't think that's the issue at all. I'd bet their R&D groups are having trouble ratcheting up the Mhz and they want to hide that behind some other number. Just like AMD is doing.

Re:Changing brands (4, Insightful)

LePrince (604021) | more than 8 years ago | (#14481451)

Maybe this'll come at a surprise, but geeks aren't the majority of the market when it comes to PC. Most households have one, and it's not most household that have a geek.

So, when Mr Smith, accountant that has a PC at home to surf the web, get his emails and play a few games of Tiger Woods golf asks himself is he wants a PC, what will he look for ? Brand recognition. Will I buy a AMD, or a Pentium ?

Sure, if he got a geeky nephew, the nephew will maybe direct him to a AMD processor, but if he's Joe 6pack average, and wants recognition, he'll go for what ? For that thing he heard a lot on the news, during the last 11 years, a... whatcha call it... PENTIUM.

He won't go for a Pentium 3.4 HT w/533fsb 1mb L2 cache. He'll go for a Pentium. PENTIUM. Doesn't matter wether it's a Celeron or a Dualcore; he wants a Pentium. For the same price, Joe Average will buy a 2.4ghz Celeron over a AMD 3800+ Dualcore (i dunno if those exist, it's a mere example; the CPU business goes too fast for me, I change my PC every 2 years because my 2yo PC still plays the games I want it to play and I'm not really up to date in the CPU technologies). Why ? You've guessed it : because it's a PENTIUM !

Logo change will be forgotten in a few years... (5, Interesting)

Snamh Da Ean (916391) | more than 8 years ago | (#14481148)

It might seem crazy now, but it is hard to think of companies that really suffered (to the extent of exiting the industry) when they changed their brand names. Quality determines whether a product will be successful, and advertising and branding determine who successful it will be.

I am sure Intel have given a great deal of thought to this, and in a few years saying D 860 or whatever will be completely natural. As it is, they are going to get bucketloads of publicity from the name change and that will help their bottom line.

Re:Logo change will be forgotten in a few years... (1, Funny)

Anonymous Coward | more than 8 years ago | (#14481329)

it is hard to think of companies that really suffered ..when they changed their brand names

Coco Pops.

No, seriously. When they changed it to the hidious "Choco Crispies" (here in the UK at least) consumer outcry forced them to change it back again.

It didn't force them to exit the market, but the jingle sounded stupid.

So it's not exactly the same thing, but it does show that changing your brand isn't always a good idea. Especially if you have a singing monkey as a mascot. Microsoft better be careful.

Re:Logo change will be forgotten in a few years... (0)

Anonymous Coward | more than 8 years ago | (#14481464)

Yeah! After Gator changed their name to Claria I completely forgot all about them. Would I like to install the CLARIA Precision Date & Time Manager? You bet your knickers I would!

Unfortunately, Phillip Morris didn't have as good luck changing the Marlboro Man into the Altria Man.

Is it me? (-1, Offtopic)

Anonymous Coward | more than 8 years ago | (#14481149)

I almost read it 'Intel dropping pants'.

Well... must be the second peg yesterday.

Smart (5, Insightful)

GiggidyGiggidy (935020) | more than 8 years ago | (#14481151)

The Pentium name has been around for too long, it sounds old and used. However most common users may not even know Pentium, as long as they see the "Intel Inside" logo they think they are getting the best machine.

Re:Smart (5, Interesting)

xtracto (837672) | more than 8 years ago | (#14481220)

Not 100% true,

I have just "converted" some clients (3 specifically) from Intel to AMD, they where die hard "ignorant brand-name buying" users which believed that Intel is better than AMD (and VIA and any other CPU manufacturers) just because they saw more commercials on TV.

What I told them is the tale of the NN processing bits, I told them "do you remember a long time ago, when machines used Windows 3.1, well, when you changed from that to Windows 95, you used a machine that was 32 bits, instead of 16 bits. Well, that was in 1995! now AMD has new processors which are 64 bits, thus can use Windows XP 64 instead of the normal Windows XP which is still 32 bits!" .

I know my tale is not 100% accurate or complete but, I did those people a favor, they spent quite less using AMD and that also showed them that GHZ is not everything (that along with "the mother of all charts" [tomshardware.com] of tom's hardware".

Of course, the computers I am talking about are setup by me, the problem with brand computers (dell, hp, gateway, etc) is that they do not offer alternatives, or the AMD alternatives always seem pretty bad

Re:Smart (-1, Troll)

lucm (889690) | more than 8 years ago | (#14481298)

Yeah, AMD is great, not only it's cheaper, but it also helps to heat your room. Unless you take the money you saved by not buying Intel and you purchase some extra cooling.

Re:Smart (2, Informative)

ceeam (39911) | more than 8 years ago | (#14481346)

Idiot. Athlon64/Sempron64 lines are on average about 4-5x times more power/heat efficient than comparable PIV/Celeron CPUs. That's under full load. On idle AMD cpus use even less (CnQ and all that). Also - due to on-chip memory controllers in AMD cpus, north bridges are basically absent on socket754/socket939 mobos which helps reduce overall power consumption / heat build-up in your computer case.

Re:Smart (1)

dubiousx99 (857639) | more than 8 years ago | (#14481369)

AMD chips are using less power the intel these days, thus less heat. Wait let me write that in a bad slashdot joke. Step 1. Buy AMD over Intel Step 2. Save money in power consumption Step 3. ??? Step 4. Profit.

Re:Smart (0)

Anonymous Coward | more than 8 years ago | (#14481393)

uhmm hello get with the times. heard of prescott? yeah, thought so fanboi n00b.

Re:Smart (2, Informative)

xtracto (837672) | more than 8 years ago | (#14481406)

Yes mods, feel free to mod down this Troll.

As you can see Here [gen-x-pc.com] :

Thermal Design Power (Max):

AMD Athlon XP: 76.8W vs Intel Pentium 4: 82.0W
AMD Athlon 64 FX-51: 89W vs Intel Pentium 4 Extreme Edition 93.9W


I pronounce you, the Troll of the day ..


Re:Smart (1)

JerkBoB (7130) | more than 8 years ago | (#14481471)

Dude, bashing AMD for heat/power issues is sooo 1999... Or do you suppose that Cray (among others) now builds supercomputers [google.com] with AMD Opterons just for the fuck of it?


Oh, don't worry, we'll know ... (4, Insightful)

eldavojohn (898314) | more than 8 years ago | (#14481155)

... is it really wise to change the logo to something that has no inherent brand identification, and to drop the incredibly recognizable 'Pentium'?
Oh, don't worry. Buying a CPU isn't like buying a toothbrush. No one says, "I'll take that one, it sounds cool" or "I recognize that name, I want that one." Everyone I know that's purchased a CPU by itself actually reads up on what the reviews say. And anyone that buys a computer doesn't really care what Dell is putting in there (trust me, my parents are the proud owners of a celeron *shudders*).

Further more, Intel chips are going to go into Macs so maybe a name change will be good to make the Mac users feel like they're recieving the new improved intel?

Re:Oh, don't worry, we'll know ... (4, Insightful)

Jugalator (259273) | more than 8 years ago | (#14481190)

I agree; the new "Athlon" and its brand triggered the start of a new era for AMD. It didn't kill AMD. People generally read reviews and purchase what's good. That's why AMD is doing pretty well nowadays rather than getting killed off by that old brand change.

Re:Oh, don't worry, we'll know ... (1)

maxwell demon (590494) | more than 8 years ago | (#14481349)

And of course calling their server processors "Opteron" instead of the existing name "Athlon" didn't hurt them as well.

Re:Oh, don't worry, we'll know ... (2, Insightful)

the_doctor_23 (945852) | more than 8 years ago | (#14481194)

Oh, don't worry. Buying a CPU isn't like buying a toothbrush. No one says, "I'll take that one, it sounds cool" or "I recognize that name, I want that one."

I am not so sure about that...


Misconception. (4, Interesting)

Jaruzel (804522) | more than 8 years ago | (#14481238)

(trust me, my parents are the proud owners of a celeron *shudders*).

Why shudder?

A 'Celeron D' is perfectly adequate for 90% of home users usage, and lets not forget that the mobile CPU in the Centrino package is a 'Celeron M' - which in its self is becoming quite popular as a low-heat/low-wattage chip.

Unless of course you are referring to the older hamstrung Celerons, then yeah, they were crap.


Re:Misconception. (1, Insightful)

Anonymous Coward | more than 8 years ago | (#14481287)

The mobile CPU in the Centrino package is the Pentium M. I have never seen a notebook that had a Centrino logo and a Celeron M. That being said, I agree that the later Celerons are perfectly adequate for most home users.

Re:Misconception. (2, Informative)

catisonh (805870) | more than 8 years ago | (#14481472)

...and lets not forget that the mobile CPU in the Centrino package is a 'Celeron M'...

Actually, can we forget this? Intel [intel.com] puts Pentium M's into the Centrino, NOT Celeron M. I don't know where you heard that, but you're a lowsy nerd.

slashdot should rebrand, too (0, Funny)

Anonymous Coward | more than 8 years ago | (#14481156)

let's call it olddot - news for seniles. stuff that is prone to be duped.

Re:slashdot should rebrand, too (0)

Anonymous Coward | more than 8 years ago | (#14481423)

Is olddot only for old people in Korea?

AMD leaps beyond while Intel limps along.... (3, Insightful)

blankoboy (719577) | more than 8 years ago | (#14481157)

Intel's marketing guys need a serious kick in the genitals. First they get smoked by AMD with http://www.leapsbeyond.com/ [leapsbeyond.com] and now they are dropping the Pentium moniker. Why on earth they are killing their brand name recognition they have spent millions drilling into everyone's minds is beyond me. They did not need a 'reinvention' from a marketing point of view but a reinvention of the actual product itself. AMD is really making up for where intel is mis-stepping. They really are leaps beyond Intel IMO.

About time! (2, Funny)

Fiachra06 (945611) | more than 8 years ago | (#14481159)

Honestly I'm surprised they stuck with Pentium brand for so long. It's was kinda starting to feel like police acadamy movies.

At least "Pentium 4"... (1)

kusanagi374 (776658) | more than 8 years ago | (#14481166)

Well, they have been using the Pentium 4 brand since when, 2001? The architecture has changed quite a lot during those years, and yet they kept "Pentium 4" until a while ago. Why for?

But then, getting rid of the whole Pentium brand is kind of weird - build something for 10 years until it becomes recognizable worldwide and is considered as a synonymous of computers (for computer illiterate people at least) and then just throw it away like that?

Are they in such need for a fresh start?

Great Move (3, Interesting)

scherermaddness (924425) | more than 8 years ago | (#14481169)

Please recall that AMD is only surpassing Intel in Retail sales, so these are the sales not of a computer that is already built like a dell. the retail purchaser will have an understanding or a knowlege of the naming of the chips before they purchase them (as does a current amd purchaser know the difference between a 939 and a 754 chipset). I think that this will not affect sales in its strogest catagories such as with gateway, dell or sony computers, and will only help retail sales because consumers can now see naming stratagies closer to that of AMD's.

Re:Great Move (0)

Anonymous Coward | more than 8 years ago | (#14481294)

So, reading between the lines, what you're saying is, is that the "knowledgeable" people are buying AMD.

Re:Great Move (1)

porkThreeWays (895269) | more than 8 years ago | (#14481356)

However, it _does_ mean that people who make a concious decision of the processor they want choose AMD over Intel. This is very important from an outlook prospective because it's basically saying "when people research it and are given a choice, they will usually pick AMD". The OEM's are usually bound by contract. They aren't choosing the best processor. They're choosing what they can get cheapest. Geeks have influence as to what their family/friends buy. I forsee in the next couple of years market demand will bring about more AMD chips on OEM's. 5 years ago very few OEM's sold AMD chips. We can see how that's changed today.

rudderless (0)

Anonymous Coward | more than 8 years ago | (#14481170)

This is what a company does when it has no clue about how to respond to the competition. It may be that they perceive the threat of AMD's assault so formidable that they have to discard their brand asset and it's good-will.

apple? (0, Redundant)

know1 (854868) | more than 8 years ago | (#14481172)

maybe apple struck a deal with them to have a different type of processor than the public would be able to buy for grey boxs to hinfer attemptsd to run OSX on non apple hardware

It's all about the Pentiums, baby.... (4, Interesting)

BenJeremy (181303) | more than 8 years ago | (#14481173)

Losing the brand name is stupid. Intel even has pop culture behind it.

Kind of like when my wife's real estate agency went from "Better Homes and Gardens" to "GMAC" Ugh. "GMAC" stands for General Motors Assurance Corporation - how boring is that?

Likewise, other recognizable brands or trade names have been wasted into oblivion by idiots sitting on boards who have no clue what they are doing. Witness "Securitas" - what's that, you say? It used to be known as "The Pinkerton Agency" - ahhh... now you recognize it, right? Recognize it fromt he countless pop culture references in western movies and books.

Modern Marketing sucks bigtime.

Re:It's all about the Pentiums, baby.... (1)

Detritus (11846) | more than 8 years ago | (#14481311)

"The Pinkerton Agency" has its own set of baggage, much of which they would probably like the public to forget. Or I just may be overestimating the historical awareness of the average American.

Why'd it take them so long? (1)

montyzooooma (853414) | more than 8 years ago | (#14481177)

They should have differentiated the dual core chips a while back to make them stand out from the single core Pentiums. This smacks of a last minute name change to do just that but without the benefit of marketing hype.

It's OK to drop Pentium (4, Funny)

saskboy (600063) | more than 8 years ago | (#14481180)

I don't mind Intel dropping the Pentium brand. It will just help people I talk to remember that "D" stands for Digital Restrictions Managment in the new Intel computers.

Re:It's OK to drop Pentium (2, Informative)

SpinJaunt (847897) | more than 8 years ago | (#14481239)

Not that AMD are going to be any better when it comes to DRM, they also have plans to include DRM into their CPU's sometime in the future.

desktop vs global (2, Interesting)

totya (746634) | more than 8 years ago | (#14481183)

the pentium brand is only meaningful in PCs. they couldn't benefit from it in PDAs, phones and potentially other devices. if they standardize, like the D, X (scale, in PDAs), etc, it can be taken to the new, "global" level, without having to separate by product type.

my $0.02

Pentium is old (2, Interesting)

Per Abrahamsen (1397) | more than 8 years ago | (#14481185)

The brand name is old enough that people associate it with old and (comparable) slow computers. And old is not a good association for computers.

Is it wise? (0)

Anonymous Coward | more than 8 years ago | (#14481187)

Absolutely not, to ordinary plebs the name "pentium" is synonomous with the cpu you want to run in your machine. "Intel" is not something that is generally going to be definitely known. What a waste of years and years of brand building. Dropping the name does not in any way increase performance - it simply means they must suffer a period of familiarisation again.

Sure, AMD is more edgy and definitely the one you want to be running but that is far from what the average person who knows jack thinks.

back to the part numbers (3, Insightful)

tverbeek (457094) | more than 8 years ago | (#14481204)

Considering that the "Pentium" product name has been around for 12 years, and refers to a "5th generation" processor design that's pretty well obsolete, I'm surprised it took them this long to retire it. Maybe someone pointed out that "Pentium 5" would be literally repetitive and the fact that the brand is so "last century" started to sink in?

What does surprise me is that they haven't come up with a better product name to replace it. The whole point of using "Pentium" instead of "i586" was trademark and brand identity, and going back to numbers and letters loses that.

Re:back to the part numbers (2, Interesting)

shippo (166521) | more than 8 years ago | (#14481269)

Prior to introducing the Pentium, Intel had already relased an Ethernet card called the 586, based on their 82586 chipset. I remember installing some in some servers delivered around 1992.

Re:back to the part numbers (4, Interesting)

MacGod (320762) | more than 8 years ago | (#14481442)

It seems like the lack of replacement-name indicates that Intel is trying to reinforce the brand of the company (Intel) instead of the brand of the chip (Pentium). This is probably because their lineup has diversified.

With AMD catching up or even outperforming them in sales in many areas of the market, Intel's marketing people probably want people to buy a "genuine" Intel product, and the specifics matter less. Whether they get (what was formerly called) a Pentium, a Centrino, an Itanium or a Celeron matters less; but this brings into the linelight the perceived importance of the company producing the chip. And Intel is still recognised by the average consumer much more than AMD. Whereas they were diluting their brand by having many different chip names.

Furthermore, this throws down the gauntlet for AMD. Previously, all AMD would have to do is get reasonable mindshare for "Athlon" compared to "Pentium". Now they would need to essentially unseat the entire "Intel" brand, which is a much tougher row to hoe.

trademarking letters once again? (4, Funny)

SpinJaunt (847897) | more than 8 years ago | (#14481205)

I await the day Intel try to trademark the letter D after failing to get i.

Re:trademarking letters once again? (1)

ceeam (39911) | more than 8 years ago | (#14481444)

Yeah, and then they will have to rename that anime to "Vampire Hunter Pentium", right?

Out of numbers (0)

Anonymous Coward | more than 8 years ago | (#14481210)

So what you're gonna do when you have a Pentium 4 and the next one would be Pentium 5? Oh the sillyness.

brand name change is good, new naming is stupid (1, Flamebait)

master_p (608214) | more than 8 years ago | (#14481213)

While it is time to get rid of Pentium, as it is a not a new product any more, naming the new CPUs with silly names like 'D 860' or whatever will only alienate more people than attracting them to Intel. What Intel should have done is find a new name that is high tech and shows that Intel has jumped into the future. But I guess somehow Intel has to die, and making stupid moves like that is the best way to do so...

Re:brand name change is good, new naming is stupid (2, Insightful)

grahamlee (522375) | more than 8 years ago | (#14481348)

Yeah, because no-one owns a Harley 883 or a Suzuki GSX-R or a Porsche 944...those brand names are just confusing. And no-one ever bought a transistor with a geeky name like BC109 either ;-)

It's the right time for a change (2, Interesting)

99luftballon (838486) | more than 8 years ago | (#14481222)

It's the right time for a change - taking any brand name past three or four versions makes it look dated, which is something Intel is particularly looking to avoid. Sad to say some of the less smart consumers buying PCs really do by on brand name.

The timing of this is interesting; it would have been much simpler to do all the brand changes in one go. This suggests that the initial branding changes went through, someone in the desktop division pulled a pet project to dump the brand and managed to get his idea agreed.

Re:It's the right time for a change (1, Funny)

Anonymous Coward | more than 8 years ago | (#14481316)

but if pentium 4 is old, how old is an Athlon 64? :)

Maybe targetted at people who don't like Pentiums? (1)

themysteryman73 (771100) | more than 8 years ago | (#14481244)

I suppose this might persuade some people who claim to dislike Intel/Pentium into buying something from Intel's new range, but really, people know Intel and Pentium. Perhaps they should have waited until people get used to their new logo before dropping the name "Pentium" - I can see a lot of people asking if this is the same Intel...

Read no longer using 'Intel Inside'... (1)

Don_dumb (927108) | more than 8 years ago | (#14481251)

...Read 'Intel Inslide'.
Sometimes rebranding works wonders, but what kind of image change can a processor maker make. It isn't as if it can appeal to a new demographic.
besides people know and trust the Pentium name for being a CPU. The last thing you want to do is what the Royal Mail did in Britain, they changed their name to 'Consignia', were hated as a result by everyone, because we knew what the Royal Mail did and since privatisation RM/Consignia were getting worse. Eventually, they ended up renaming themselves back to the Royal Mail. But then I guess Intel only used the Pentium name because they couldn't patent 586.

It's tired, it's old, it sounds 80s (1)

Flying pig (925874) | more than 8 years ago | (#14481258)

"Pentium" - Greek root, Latin inflexion, nothing good could have come of it. But then, when you think about it, Advanced Micro Devices is its own mission statement, while "Intel" suggests they acquire their knowledge through espionage. Proper chip companies have three letter names - IBM, AMD, VIA. Time for Intel to play catch up in this area as well.

what comes after Pentium? Sexium? (2, Funny)

advocate_one (662832) | more than 8 years ago | (#14481259)

well, as Pentium was a made up word because they couldn't trademark a number... I'm having problems with this "D xxx" business, as it is just so snoozeworthy... so perhaps, they should use "Sexium" instead... the marketing guys could really pull the stops out with the "Sexium" name...

Re:what comes after Pentium? Sexium? (2, Funny)

Anonymous Coward | more than 8 years ago | (#14481310)

Problem is, you can't market a Sexium as being a very fast processor. You'd have to limit that to the Celeron version of the Sexium, the "Premature-ejacularium."

Didn't the Intel execs know? (0, Offtopic)

BaCkBuRn (621588) | more than 8 years ago | (#14481261)

It's all about the Pentiums, baby Uhh, uh-huh, yeah Uhh, uh-huh, yeah It's all about the Pentiums, baby It's all about the Pentiums, baby It's all about the Pentiums! It's all about the Pentiums! (Yeah!!) What y'all wanna do? Wanna be hackers? Code crackers? Slackers Wastin' time with all the chatroom yakkers? 9 to 5, chillin' at Hewlett Packard? Workin' at a desk with a dumb little placard? Yeah, payin' the bills with my mad programming skills Defraggin' my hard drive for thrills I got me a hundred gigabytes of RAM I never feed trolls and I don't read spam Installed a T1 line in my house Always at my PC, double-clickin' on my mizouse Upgrade my system at least twice a day I'm strictly plug-and-play, I ain't afraid of Y2K I'm down with Bill Gates, I call him Money for short I phone him up at home and I make him do my tech support It's all about the Pentiums, what? You gotta be the dumbest newbie I've ever seen You've got white-out all over your screen You think your Commodore 64 is really neato What kinda chip you got in there, a Dorito? You're usin' a 286? Don't make me laugh Your Windows boots up in what, a day and a half? You could back up your whole hard drive on a floppy diskette You're the biggest joke on the Internet Your database is a disaster You're waxin' your modem, tryin' to make it go faster Hey fella, I bet you're still livin' in your parents' cellar Downloadin' pictures of Sarah Michelle Gellar And postin' "Me too!" like some brain-dead AOL-er I should do the world a favor and cap you like Old Yeller You're just about as useless as jpegs to Helen Keller Courtesy of Weird Al Yankovich "It's All About Pentiums"

Idiots! (0, Redundant)

Turn-X Alphonse (789240) | more than 8 years ago | (#14481262)

Give it a few months and they'll bring it RIGHT back. Everything you see on idiot PC shops (places like Dell on the high street) always go "With a pentium 4 processor!" as if it's some fantastically amazing thing. If Intel drop it, it's like Pepsi changing their brand name, and will result in the same "WTF!?" response.

Well done Intel, change the name of one of the most well whored products today. Maybe tomorrow you can start using an entirely new naming system where everything starts with 9 numbers and 3 random letters from any Arabic language.

Ironic (2, Interesting)

LunarOne (91127) | more than 8 years ago | (#14481266)

is it really wise to change the logo to something that has no inherent brand identification, and to drop the incredibly recognizable 'Pentium'?"
Yes, it's both interesting and ironic that the Pentium name is more recognizable than Intel itself.

Intel VIIV (1)

G3ckoG33k (647276) | more than 8 years ago | (#14481271)

They should use a new name. Something like "viiv", where "vi" would be "6" and "iv" could be "4" adding up to "64" which could indicate a 64-bit CPU.

Viva El VIIV!

Like Benz in Mercedes-Benz... (2)

Trurl's Machine (651488) | more than 8 years ago | (#14481282)

is it really wise to change the logo to something that has no inherent brand identification, and to drop the incredibly recognizable 'Pentium'?"

If you already have the incredibly recognizable "Intel", "Pentium" is - at best - just a redundant add-on, like "Benz" in a "Mercedes-Benz". But at worst it creates an image of a company that lacks innovation. Just see how much more marketing value "Centrino" has over "Pentium M". I don't want to start the holy war here (and no, I'm not sitting with my freelance gig!), but AMD naming is a much better - AMD Duron just sounds better than Intel Pentium. The former evokes durability, the latter suggests that it's just a fifth generation of some product, leading to the inevitable question of shouldn't we proceed to sixth generation at long last?

Re:Like Benz in Mercedes-Benz... OT (0)

Anonymous Coward | more than 8 years ago | (#14481377)

Many people would disagree with you here. For them the car is "a Benz" not "a Mercedes". This stems from the fact that Karl Benz founded a company. Gottlieb Daimler founded another company (DMG) and there a man named Wilhelm Maybach designed a car which was named Mercedes after the daughter of a distribution partner. Daimler and Benz joined their companies to form Daimler-Benz which is now known as DaimlerChrysler.

More (1)

Stan Vassilev (939229) | more than 8 years ago | (#14481284)

Not only is Intel dropping their famous trademarks in favor of crypting moden numbers and letter sequences, but they've also decided to drop English and use Perl and Assembler to catter better to their core* audience.

*Pardon for the pun.

Great. (2, Insightful)

EiZei (848645) | more than 8 years ago | (#14481289)

Now I'll probably have to figure out if some particular three-digit number is some stripped down budget processor instead of just seeing the word celeron or pentium.

Isn't this old news? (2, Interesting)

NitsujTPU (19263) | more than 8 years ago | (#14481291)

I clearly remember discussing this matter on Slashdot with others.

Pentium was just a clever name for what would have been the 586... we're now many many generations out from there. Countlessly, really, since there are many Pentium 4/M/Xeon/Extreme Edition.

Now that clock speeds aren't ramping up, you can't go 5GHz P4. Changing names is the only way to keep it semi-coherent.

Screw the logo -- did they drop the jingle? (1)

Nice2Cats (557310) | more than 8 years ago | (#14481292)

I don't care about the logo. What I want to know is if they are dropping that stupid, rage-inducing jingle that they have been torturing the planet with for the last years. As far as I am concerned, that jingle alone is reason enough to buy an AMD instead of Intel -- it has gotten to the point where I switch channels the moment a TV ad for any computer hardware (except Apple, currently at least) starts so I don't have to hear those notes.

I swear, if I ever kill somebody, my defense will be "the Intel jingle made me do it" ...

Looks like they are flailing! (1)

putko (753330) | more than 8 years ago | (#14481293)

They've got a recognized brand name. They could probably tweak it, and not have to spend a billion dollars to make everyone know the new name. Instead the marketers win the day and get to make a new name and spend big money.

This is the sort of expense that Google won't make.

When I look at how they spend the money, I wish my fellow shareholders would ask that Intel act more like Google, and not blow our money.

Good riddance (1)

yobjob (942868) | more than 8 years ago | (#14481320)

The name pentium haunted me for the first few years that I owned a computer. Being new to computers, we made a fatal choice of a Pentium with 8MB of RAM over a 486DX4-100 with 16MB of RAM. All my mates' 486s had better staying power for new release games than my hunk of crap! Upgrading to 16MB of RAM was always at the top of my wish list. And I do mean wish - from memory about AU$300 for another 8MB!

Incredibly recognizable 'Pentium'? (1)

FridayBob (619244) | more than 8 years ago | (#14481325)

Perhaps, but looking back over the years, IMO names like this don't make it very easy for people to see how the different products relate to one another -- which ones proceeded or succeeded the others. In fact, it's a good way to obfuscate a range of products. I think the old pre-Pentium names were much more descriptive. Besides, Intel have been using 'Pentium' for far too long. They could never bring themselves move on to Sextium (har-har), Septium, Octium or anything else; nothing seemed to be as catchy as 'Pentium'. So now they've been stuck on 'Number Five' (586?.. no) ever since. Perhaps you could say that the name has long since become a victim of its own success.

Pentium - long overdue (1)

layer3switch (783864) | more than 8 years ago | (#14481328)

For everyday average Joe, the brand name will make no difference, IMHO. But for those sales people, there's going to be a major change. After all, they now have to rewrite their entire sales pitch and print them out and stick it over the old one. Imagine the Chaos!

For those who are a bit more aware of where the name "Pent-ium" came from, I'm just relieved that Intel 80586 origin is FINALLY faded to rest in peace for new line of Intel products to pave the wave.

However lets just hope, future Intel product will create another "distruptive technology" rather than just "distruptive branding."

Remember the FDIV fiasco? (2, Interesting)

Terje Mathisen (128806) | more than 8 years ago | (#14481345)

More than 11 years ago (nov '94) I happened to be the one to make the first public announcement of the Pentium FDIV bug, and over the next few weeks/months I also wrote most of the sw workaround (together with Cleve Moler, Tim Coe & Peter Tang).

At the time I believed Intel would replace the Pentium name in time for the P6 (Hexium anyone?), but instead they started the long-running series of Pentium* processor families.


New brand? (1, Funny)

Anonymous Coward | more than 8 years ago | (#14481350)

Next generation brand, Sexium?

No more quick generational formula (1)

michaelmalak (91262) | more than 8 years ago | (#14481362)

We've been able to do 5+rev-1 for a decade now -- e.g. Pentium IV is really 5+4-1=8, which means i886. How will we ever keep track now?

To Marketing, A huge huge huge hint. (0)

Anonymous Coward | more than 8 years ago | (#14481365)

To the marketing dept.

Wanna beat AMD? Listen carefully......

Build a better CPU.

Poster doesn't appear to be able to think (0)

Anonymous Coward | more than 8 years ago | (#14481368)

"On the heels of the news of AMD outselling Intel in Desktop Retail sales for two consecutive months" ...

"is it really wise to change the logo to something that has no inherent brand identification, and to drop the incredibly recognizable 'Pentium'?"

Come on man, use your noggin! They are now losing sales. The pentium brand is recognisable for the WRONG reasons now. They need to rebrand or they will continue to suffer.

It'll be back... (1)

necro81 (917438) | more than 8 years ago | (#14481396)

Just like (mostly American) car manufacturers are introducing new models roughly fashioned on their old classics: the T-Bird, the Impala, the Mustang, GT-40, and about a dozen others. Prehaps in 20 years, if Intel is still in the game, they'll release a "New Processor with Classic Styling" and call it the Pentium. Do you think that, as with Cadillacs from the 60s, we'll be able to get away from having fins (i.e., heatsinks) on the back?

Missed naming opportunity (1)

anax (538795) | more than 8 years ago | (#14481398)

I don't know why Intel bothered naming their 5th-gen chip the Pentium if they weren't going to continue the convention and name the 6th-gen chip the "Sextium". Think of the marketing possibilities!

... because "Pentium V" is redundant (2, Insightful)

Random BedHead Ed (602081) | more than 8 years ago | (#14481405)

They had to drop the Pentium name, because it means "five." The first Pentium was the successor to the 486, and Intel decided to drop the numerical identification at least partly because they coudn't trademark it (you can't trademark numbers, IIRC). So the Pentium was the chip that would have been the 586.

The name "Pentium V" or "Pentium 5" would have been a bit silly, so I don't blame them for dropping the name. But I'm very surprised they didn't develop a new brand identity. Do they even have a marketing department at Intel these days? Maybe, given someone else's recent successes in this market, they should just call their new processors "Athlon-compatible." :)

That makes no sense. (1)

Desmond Majestic (938836) | more than 8 years ago | (#14481409)

Didn't Intel take on the name Pentium instead of 80586, because they had been unable to prevent companies like Cyrix from marketing chips with 386 and 486 names?

The whole point of "Pentium" was that it could be trademarked, whereas a number, 586, could not.

Branding (1)

AviLazar (741826) | more than 8 years ago | (#14481415)

is it really wise to change the logo to something that has no inherent brand identification, and to drop the incredibly recognizable 'Pentium'

Yea, because the intel logo, you know the one posted at the top of this article, doesn't have enough brand recognition. For a group of people who supposedly embrace change, sometimes these topic posters really are gun shy to it.

Good marketing move (2, Funny)

lucm (889690) | more than 8 years ago | (#14481431)

At the office:
-Hey boss, I just called the third party that is providing us with the critical software we use, and they said that the next release will run on Intel D, but we have only Pentium 4...
-Ok then, replace the 2000 workstations, I'm sure Dell or HP will have a good deal for us.
-Yeah, they might even take back our old Pentium 4 at no charge!

Walking away from the trademark (1)

erichf (19315) | more than 8 years ago | (#14481433)

One of the main reasons Intel changed from the convention of 286, 386, in naming their processors was because you can't trademark a number. Seems strange that they'd be returning to something that doesn't give them a unique naming convention for the marketplace.

Simplify the lineup (1)

jj00 (599158) | more than 8 years ago | (#14481460)

Anything they can do to simplify the lineup is fine by me. It was getting confusing to tell the difference between the Pentium 4, 5, HT, MMX, MMX 2, etc. I might not mind doing the research for myself, but I do if every casual user asks my opinion.

However, I can't see doing this without some sort of branding. Using "Intel" (Intel D 840) seems ok until you realize they have multiple different lineups: desktop, server, laptop, mobile, etc. Maybe they can call it "Intel Desktop 840", or "Intel Server 1000".

Marketing Fluff (1)

MicroBerto (91055) | more than 8 years ago | (#14481465)

I kinda feel bad for the Intel marketing teams. They're actually very good at what they do -- but their R&D counterparts are not. Marketing is NOT fun when you are marking a piece of shit product. If I were in that situation for more than a year, I'd probably leave. There's only so much demoralization you can handle.

2006 is going to continue the trends of demoralization at Intel. You think anyone inside is all revved up about this "Leap Ahead" bullcrap? Come on..

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