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Intel takes cowboy approach to branding

Chipzilla takes its eye™ off the ball®?

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Now we at The Register™®© are getting increasingly confused at Intel®'s impenetrable marketing BS. This, remember, is the company (Intel, not us) with such a paranoid regard for its brand that has legally-approved abbreviations for its products in internal memos –- P3P for Pentium® III, ICP for Celeron™, AMDMOFOS (you work it out) and so on. We were given to understand that production Pentium® III processors wouldn't have the words 'Pentium® III' silk screened on the SECC2 cartridges they’re currently shipped in because by the end of the year, Slot 1 will be as dead as the British Conservative party and all Chipzilla's processors (apart from Xeon) will be socketed. Intel doesn't want the Pentium® III brand to be associated with any particular packaging, let alone one which is about to board that mystery train to the chip gulag. And certainly, every P3 we've seen in the flesh is totally naked in the labelling department. So can anyone explain why Intel®'s press advertising and web sites show smiling BunnyPersons™ holding Pentium® III chips in SECC packaging bearing the legend 'Pentium®III'? Is this a sign that sockets aren't about to take over the Planet? Or is it simply a sign that Intel®'s left hand doesn't have a clue about what its right hand up to? ®

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