Loading ...AMD has taken a bit of flack recently because we referred to an upcoming laptop platform using the name of a river, “Congo”, as a code name. Some people took objection to the association ― entirely unintended ― with violence in the Democratic Republic of Congo (DRC). As it happens, because we were moving closer to launch, we were in the midst of transitioning from using the code name to the more descriptive “2nd Generation Ultrathin Platform” ― but that only led some other people to believe that we were bowing to pressure.
I want to set the record straight: here is what happened.
At D7 this year I saw the presentation by playwright and activist Eve Ensler on the issue of “rape-free products.” I have to admit that before that I was ignorant of the violence taking place in the DRC. You can learn more about what she said here.
At about the same time, others who were educated about this violence started to make the (again, unintended) connection between our product code name (which are meant to be internal but have a way of becoming public) and the tragedy in the DRC, and this made it into some blogs. This was happening as the team was in the process of formally transitioning from the code name to the more formal product name (in the same way, “Yukon” became our “1st Generation Ultrathin Platform”), so we were already referring to the product as our “2nd Generation Ultrathin Platform.”
Two conclusions:
1. Anything that gives awareness to this issue is a good thing.
2. We get to make the point that we are introducing our 2nd generation product while others are still on their first.
Given these two things we were happy to expedite the transition that was already in place.
For more on Eve Ensler’s work visit her site.
Nigel Dessau is senior vice president and chief marketing officer at AMD. His postings are his own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites are provided for convenience and unless explicitly stated, AMD is not responsible for the contents of such links sites and no endorsement is implied.
#1 by Christopher Michael - June 22nd, 2009 at 08:53
After reading this Blog and seeing your posts on twitter and your reply to the story by Sylvie Barak at The Inquirer I had to respond
I mean Wow… Just wow… over reaction much there mate? Anyone would think that ‘2nd Generation Ultrathin Platform” was your marketing baby… But no that couldn’t be it could it?
Honestly, changing from a cool code name like “Congo” to “2nd Generation Ultrathin Platform” cannot be looked at as anything other than being over PC, let’s face it “2nd Generation Ultrathin Platform” is a description about a product, in no way shape or form is it a name.
I also find it strange you’re seemingly so upset about that Aspergers remark that was made, I personally suffer from and have been treated for Aspergers for the better part of a decade and in no way shape or form is it offensive. It is a pretty damn apt description if I do say so myself, not to mention bloody hilarious!
If you really want to make a difference like you state then why doesn’t AMD name the chip Congo in the market place and donate a portion of every sale to a charity to help the poor people of the Congo and raise awareness for their plight through advertising etc?
Nah I didn’t think so, since this is nothing bar pure marketing to try and avoid bad press and comparisons between AMD and the Congo that blew up in your face
#2 by Nigel Dessau - June 22nd, 2009 at 14:53
We discussed not doing anything but we thought the issue in the DRC was worth giving some air too. The 2nd Generation Ultrathin Platform will have a product name and that will be annonced at right time – we never use codenames as product names.
Glad she didn’t offend you on the Aspergers remark – I know she offended others. My append to the INQ piece gave people access to more information – not sure that’s a bad thing.
Ok, so maybe I did over-react in some people’s mind. But both issues seem to be worth publicity.
#3 by vernon - June 22nd, 2009 at 10:12
Nigel – best laid plans can alsways go south – I am sure that the connection of rivers names as a base for prodict code names. was well in tended. My gut feeling is that it was unfortunate that Congo has mixed emotions, and if it brings unfortunate publicity to your product, may I suggest you drop Congo ( during a launch you need AMD focued on the product and not distracted ( even minor)). I think that once it was brought up, AMD should show sensiitivity towards the ‘Congo’ issue.
#4 by Nigel Dessau - June 22nd, 2009 at 14:55
Vernon – my point exactly. That’s why we are going to call it the “2nd Generation Ultrathin Platform” till we formmally name it at annonce time.