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Behind The Brand: Transformation At AMD--A Video Interview With CMO Colette LaForce

This article is more than 10 years old.

AMD, the tech giant, has taken a new approach to its branding. Why? The company is what is known as an "ingredient" brand. That is, it has a place in much of the tech world we all interact with all day every day, but usually that place is behind the scenes, in the hearts and guts of the devices and systems we use, but not on their nameplates. Colette Laforce, who joined the company as chief marketing officer last year, conducted an extensive study that found that the company's customers' connection with its products is generally a truly emotional one. They are far from thinking of them as mere ingredients or as interchangeable with what anyone else offers. She realized that that was a great strength to build on, and she has been leading a campaign to bring out the passion of people's connection with AMD's products and what they do, both inside the company and far beyond.

Here's an interview I did with her about the change she's leading at AMD:

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