RyZen seems to be a great product, but a great product sold at a low price is not enough to have success. You have to sell it. A good marketing campaign is the way to achieve this goal: The power of Simplicity.
From Differentiate or Die, by Jack Trout, Pag. 77: "Consider the Apple Newton. It was a fax, bepper, calendar keeper, and a pen-based computer. Too complex. It's gone and the much simpler Palm Pilot is an enormous success. The best way to really enter minds that hate complexity is to oversimplify your message. Some of the most powerful programs are those that focus on a single word (Wells Fargo: fast. Volvo: safety. Listerine: germ killing). The lesson here is not to try to tell your entire story. Just focus on one powerful differentiating idea and drive it into the mind. [...] Anything that others could claim just as well as you can, eliminate. anything that requires a compex analysis to prove, forget. anything that doesn't fit with customers' perception, avoid".
John Taylor, Corporate Vice President, Worldwide Marketing at AMD, told about Zen (05/2016): "By the end of the year, AMD will have moved on, to both its Zen CPU core as well as the Polaris graphics architecture. We are far closer to Intel than ever before – you always need a number two to keep them honest".
AMD message about RyZen must be something like: "Same performance of Intel's CPUs, but at half price", or "The True HEDT CPU"
Also, AMD has a great advantage over Intel. It has to sell just HEDT CPUs: "First, the specialist can focus on one product, one benefit, and one message. This focus enables the marketer to put sharp point on the message that quickly drives into the mind" (Differentiate or Die, by Jack Trout, Pag. 81). Intel, on the other hand, has to protect all its own portfolio: from low-end Celerons, to high-end HEDT CPUs.
Moving on, AMD could be the first company which sells HEDT CPUs at human price: "Getting into the mind with a new idea or product or benefit is an enormous advantage. That's because minds don't like to change. [...] And if you are there first, when your competitor tries to copy you, all they will be doing is reinforcing your idea. It’s much easier to get into the mind first than try to convince someone you have a better product than the one that did get there first" (Differentiate or Die, by Jack Trout, Pag. 83).
As Jack Trout wrote, "Studies show that in most cases being first to the market provides a significant and substantial market share advantage over later entrants. It also forces later entrants to find their own distinctive positioning strategy. Such was the case with Pepsi-Cola’s “The choice of the new generation”. If Coke was the original, it obviously was for older folks. Pepsi added a little extra sugar and went for younger folks. It was a differentiating idea that also resonated with its target audience. It’s also an idea that never should have been dropped" (Pag. 85).
To improve this idea, AMD has to find an attribute for RyZen: "First, an attribute is a characteristic, peculiarity, or distinctive feature of a person or thing. […] What makes a person or a product unique is being known for one of these attributes. […] If you are not a leader, then your word has to have a narrow focus. […] The most effective attributes are simple and benefit oriented. No matter how complicated the product, no matter how complicated the needs of the market, it’s always better to focus on one word or benefit rather than two or three or four, and stay with it” (Differentiate or Die, by Jack Trout, Pag. 95).
What kind of attribute is perfect to describe RyZen? I don't know, but "some attributes are more important to customers than others. You must try to own the most important attribute" (Differentiate or Die, by Jack Trout, Pag. 97).