Why are marketing people paid six figures just to come up with ineffective bullshit that any asshole off the street could come up with in five minutes?
Why are marketing people paid six figures just to come up with ineffective bullshit that any asshole off the street could come up with in five minutes?
Recent example is Intel dropping the i from their CPU branding. What was an Intel Core i7 is now an "Intel Core Ultra 7". This is a bizarre choice. The i3, i5, and i7 branding is very much a household name, and they're just throwing that away.
Infinitely worse, they've also thrown out their low end Pentium and Celeron CPU branding. Now they're simply calling them all a generic "Intel Processor". What the actual fuck? People avoid Pentiums and Celerons because they're widely regarded the absolute bottom of the silicon barrel. Now instead of "don't get a Celeron, it's practically e-waste" it's going to be "don't get an INTEL PROCESSOR, it's practically e-waste". Holy shit.
A bunch of rich fucking failchildren got paid the big bucks for these ideas meanwhile I'm making min wage working infinitely harder while actually producing a non-negative surplus value for my employer to steal.
Being confusing is the point. Because, you see, an Intel Core i7 isn't just an Intel Core Ultra 7, it's an Intel Core Ultra 7 and also an Intel Core 7. And is the Core Ultra 5 better than a Core 7? Who knows, maybe, maybe not.
Also notice that a Core Ultra 7 processor 155H has four more cores and twice the cache of a Core Ultra 7 processor 155U. And how many of those cores are P-cores, how many of them are E-cores? Who knows! And then a Core 7 processor 150U has two fewer cores than the Core Ultra 7 processor 155U, and the same cache, but a much faster max clock than any of the Core Ultra models.
Intel actively does not want anyone to understand these model names.
It's so OEMs can put an Intel Ultra badge on their laptops instead of i3 or i5. Especially since AMD is kinda dominating that market right now.
And Apple switched to Silicon so that massive customer is gone
You'd think this kind of infantilizing of the customer would drive people to hate these companies and grow wary of marketing in general.
Don't patronize me when I'm buying a cheap machine. I know it's cheap, and would rather figure that out via Silver/Gold/Platinum or Tier 1/2/3 or whatever than this nonsense.
Yeah but it's deliberately deceptive. I would expect, for example, a Core 7 150U to outperform a Core Ultra 7 155U in most tasks because it trades away the two weakest cores and the useless NPU for an extra 600MHz boost on the cores that actually matter but you really have to dig into spec sheets to figure those details out
Understanding the names and numbers and what they mean with respect to PC processors and graphics cards is the kind of knowledge that drives you mad like a Lovecraft character. The only sensible way to buy a computer chip is to compare the ones in your budget range directly against each other using benchmark data from third party testers.
The simplest way I describe it is
Generation X (this is a name or a number)
Low budget, Medium budget, High budget. (a second name, or a second number)
4060 - 4000 series (generation) (60 = low budget/70 = medium/80 = high)
This holds true for most generations of tech hardware products regardless of whether they use names, numbers or a combination of the two.
Yeah the numbers in desktop CPU and GPU names are usually pretty straight forward. I think it's the suffixes after the numbers that tend to trip people up, the new RTX 4070 "Ti Super" takes the cake there.
On the other hand, it's usually mobile chips where the naming get ridiculous.
Nvidia was good about it for the most part until around RTX got started, at that point they dropped the m suffix from their laptop GPUs. This misleads a ton of people into thinking they are actually similar to the desktop parts in performance. For example, the desktop RTX 4070 has 12GB of VRAM and has comparable gaming performance to a 3090. Meanwhile the laptop RTX 4070 has 8GB of VRAM and performs between a desktop 3060 and 3060 Ti. It's very scummy the two chips share the exact same name.
AMD does this thing where the third digit in their laptop CPUs denotes architecture instead of relative performance, misleading people into thinking the first number indicating generation also indicates architecture. The 7420U and the 7640U are in the same generation despite the former being all the way back on Zen 2 and the latter on the latest Zen 4.
And I have no idea what the fuck Intel was doing with their mobile chips even before the meteor lake rebranding. My laptop contains an 11th gen i7-1165G7, it's built on Intel's 10nm node. Its 10th gen predecessor, the i7-1065G7, was also on 10nm. Here they decided to use the suffixes G1, G4, and G7 to indicate iGPU performance tiers. Before those two CPUs, the equivalent product segment used the more traditional format, an example being the i7-8650U where the U denotes low power. But at the same time there existed the i7-10610U. It's in the same generation as the i7-1065G7, but built on the older 14nm node. Something about that name is apparently supposed to denote the process node but I have no idea what it is.
After just two generations, Intel decided to drop the iGPU suffixes. The i7-1165G7's successor was just the i7-1265U. For impossible to comprehend reasons, they didn't return the fifth digit that the G7 suffix originally pushed off. Then the 12th and 13th gen mobile chips end up easily mistaken for first gen chips because their model numbers start with a 1 without any context for whether the second number is also part of the generation number.
the real marketing is the marketing they do to their bosses or clients, not to the consumers
remember back in 2010 whatever when that graphic designer convinced pepsi execs to pay them $15 whatever million to redo the pepsi logo and they just made it all wavey, sold a BS sale pitch about it's like the globe now, and ended up writing a blog post laughing their asses off at it? you love to see it.
Here's an old post with a link to the design doc
How could I forget when we have it in emoji form?
Most of the executives and internal marketers knew it was absolute horseshit, they just knew that if the brand change lost 2% sales instead of gained 2% sales, they would face worse personal consequences if they spent 20k on the rebrand than if they spent 15 million on the rebrand.
Because capitalism is the most efficient system
I found a YouTube link in your comment. Here are links to the same video on alternative frontends that protect your privacy:
It’s a jobs program for fail children with comms degrees
You aren't paid for your skills, you are paid for your unflinching resolve in manipulating people psychologically to extract money from them.
Marketing people are paid six figures to convince their bosses that this is worthwhile.
Intel Core ULTRA
This name exudes quality. Excellent anarcho-marketing team collective decision.
Funny enough, back when the Core-i branding was introduced, everyone bitched about what absurd nonsense it was, because it was absurd nonsense. So they waited 15 years to make it even worse.
This "Intel processor" shit is getting on my nerves with stuff like the Intel N100. Buy AMD.
So impressively incompetent they I bet it involved a whole team directly under the C suite.
This is just the current marketing trend. I am adjacent to marketing unfortunately so I see this a lot. The name of the game right now is simple. Simple logos, simple colors, simple branding. You see lots of companies doing exactly the same thing right now. They don't want you to think too hard about what you're buying they just want you to think "oh I've got an Intel and that's better somehow." And they'll make you think it's better by showing like "Intel 7 chip does 38% more!" And if you don't know technology you go oh okay so Intel number chip does more. So any Intel chip does more. So I can buy cheap Intel chip and do more! Yay!
This is current marketing strategy. It's basically purpose confusing and misleading so people don't understand what they're getting.
Innovation under capitalism.
Problem here is that minimalist branding has been the trend since the mid 90s and there's not much left to minimalise.
Bring back 19th century advertising copy that looks like a leftist meme. This is my most Retvrn opinion
Or we can turn Japanese, where all the websites look like the ads on the back of a newspaper
can’t wait until risk5 silicone from China matures and takes over
"risk5" is so cursed to write like that
I find that the marketing teams inside tech companies have a way of becoming career whirlpools that lock in some people and fling others out. The ones that get flung out are the ones that make waves (I apologize for this strained analogy).
They really should just get rid of the "Core Ultra" part. But NVIDIA also has the stupid "GeForce" branding. Model names at American companies suck so much. I get that it is kinda complicated with all the different variants (and price discrimination too probably i.e. Core vs Xeon).
One thing to remember about NVIDIA is they do have Quadro line of cards so I kind of forgive them for using GeForce.
EDIT:Like I get your complaint but there is a world of difference between these two cards that its worth making some separation.
https://www.nvidia.com/en-us/design-visualization/quadro/
NVIDIA Quadro is now NVIDIA RTX
For over 20 years, NVIDIA Quadro® has been the world’s most trusted brand for professional visual computing. If you’re looking to update your Quadro product, you’ll find that professional visualization products are now branded as NVIDIA RTX™ and all NVIDIA enterprise products are now branded as "NVIDIA".
Not anymore
Some years back, my company went thru a merger and (ostensibly) paid some firm big bucks to come up with a name for us. We did a ranked choice survey as part of the process, but I don't know how much of a role that played.
Without giving too much away, our name is now a misspelling of a common word associated with our particular industry. It looks fucking moronic, and we paid money for this. I actively and openly made fun of that option during the survey process.
I mean, it’s not great but the ix-nnnn scheme left a bunch of stuff out and didn’t give you a clear way to compare two processors by their numbers alone anyway.
Then there were the pentium and celeron branded core chips. And the n series ones.
Intel processor naming has always been a nightmare that needed absurd amounts of effort to understand the difference between anything except chips intended for the same market. This is no different.
The ix-nnnn scheme at least let you compare within generations better.
With the new one it's unclear if an ULTRA 5 is better than a CORE 7. And the low end is still terrible, with those it was hard to tell which generation you were buying without going on Intel ark website (which is now confusing because Intel arc is a graphics card). Now it's hard to tell what you're even buying.
Goal might just be to equate high cost with best CPU at any given time instead of having people research them
Compare what within generations?
The i712700k has a faster clock rate than all the desktop i9s in its generation.
It’s fake! Made up!
To be honest, it makes more sense to start moving them out to a completely disconnected naming scheme that means nothing since that’s the direction cisc has to go anyway to compete with risc expectations.
Do you think anyone cares that you get a fluoride blue intel with two extra spreadsheet cores instead of the used mop head gray intel that uses general purpose e cores for everything?
The closer you are to the money the better you can argue to get paid
This news pisses me off enough that I’m going to get an AMD processor next time I need one
If I had to guess, they are renaming it to differentiate themselves from Apple, and probably some focus group told them that products with the letter "i" at the beginning sounds dated the way using "extreme" in a product name sounds very 90s.
Normally, I would guess that it's some new CEO looking to "make their mark" but the Intel CEO oversaw the development and launch of the Core chips while he was CTO.
mkultrawide
on the marketing team, were you?
They are paid six figures do they have to come up with "bold" and "groundbreaking" rebrands that are counterproductive.
They aren't counter productive, the point is to obfuscate enough to pretend that there are real consumer changes in a stagnant market.
It is counterproductive to product innovation and consumer selection, it is not counter productive for capital accumulation, which is the only thing that matters.
they get 6 figures for being little goebbels, ideological reproducers for the genocidal capital order. the kind of money that is a palliative for forsaking one's soul
ive always found the Core branding a little baffling, why is it 14th Gen Core i7? Anyway this new branding doesn't seem much better. They should just give them yearly updates and have a few different letters to represent the different lines like phone makers do. Or do what NVIDIA does and just use progressively bigger numbers.
The "14th generation" is arguably the most useful part of the name, since it usually defines other expectations-- the core types and counts.
They use progressively larger numbers too, but also a bunch of letters to hint on features enabled. A 2500K used to be a 2500 that allowed overclocking, but I'm not sure what a 14900OMGWTFBBQ does.
corporate identity makes my blood boil
Digital and design agencies generally regard branding agencies as beneath contempt. It's widely known their consumer testing sucks and is biased even by marketing standards.
The reason they get paid more, though, is because they're considered consultants that tell the board what they've already decided. Digital agencies are considered cheap expert contractors by contrast, so there's a race to the bottom in pricing.
Marketing is an evil industry that should not exist. Trust me I've been fairly high up in it.
A fellow marketing professional who also hates marketing. We out here
Yeah
I have avoided anything approaching this level of fart huffing, because I mostly just make websites comprehensible, or accessible to Google, etc
Because this shit works. People act more on instinct than you think. It's why marketing works in general. Its why I use Adblock on everything, I am not immune to the effects of advertising, I'm just another person. The only way to break the hold advertising has on you is to avoid it as much aspossible
I agree, I said marketing in the post, but I should have been more specific because I didn't intend to include advertising under that umbrella. I was referring to just intel's change in branding that I really can't imagine will be effective. In particular, there's no way that creating an association between the general term "Intel Processor" and their shittiest CPUs will do them any favors.
Someone else in this thread brought up another example in that time Pepsi paid a marketing firm a million dollars to redesign their logo and received a hilariously terrible portfolio with nonsensical and borderline incoherent design justifications.
There's more money in tech than anyone does what to do with. They give it to each other.
This happens when new marketing people get to power in a company and want to make the thing their own.
It feels like it has Dragonball Super / My Hero Academia PLUS ULTRA energy.
Looks like it’s time for a little refresher: https://m.youtube.com/watch?v=AKx5xDVMpW0
I found a YouTube link in your comment. Here are links to the same video on alternative frontends that protect your privacy:
Same people who think a 64 foot black wall is fine art.
They also got rid of generation numbers, so it will be nearly impossible to tell what architecture the chip is on without independently looking it up. (Sandy lake, etc)