AMD has a long history, and this thing must be exploited: "Heritage has the power to make your product stand out. It can be a powerful differentiating idea because there appears to be a natural psychological importance in having a long history, one that makes people secure in their choice. […] But unlike countries such as China and Japan, where elders are given the utmost respect, our culture tends to have an abhorrence of old age. Everybody wants to be young. Old and wise means out it and passé" (Differentiate or Die, by Jack Trout, Pag. 115). For this reason, today Lisa Su seems to be years younger than in 2014.
Lisa Su, then and now
However, "another way to look at this approach is to recognize that being around a long time also gives prospects the feeling that they are dealing with an industry leader. If not the biggest, they certainly are a leader in longevity" (Differentiate or Die, by Jack Trout, Pag. 116).
So, if you have a long history, you probably have a speciality or two: "Generalists like General Electric, though their names are big, are weak in the market. Consider a big food name like Kraft. When that name is taken out against specialist brand names, nothing good happens. In mayonnaise, Hellmann’s trounces them, In jellies, Smuckers kills them. In mustard, French’s annihilates them. In yogurt, Dannon destroys them. Lucky for Kraft they have some specialist brands of their own. In fact, Kraft’s biggest brand is one that few people recognize as a Kraft product. It’s Philadelphia brand cream cheese. Even though “Kraft” is on the package, people don’t even see it. To most, it’s all about those little cheesemakers in Philadelphia” (Differentiate or Die, by Jack Trout, Pag. 128).
Like Kraft, even Intel is big and has some specialist brands: i5 and i7 “Core” CPUs, Pentium, and Celeron. Some years ago, even though “Intel” logo was on the cabinet, people just know that it had a Pentium CPU. The same today, with the brand "Core".
So, AMD has to become the specialist of HEDT CPUs: "People are impressed with those who concentrate on a specific activity or product. They perceive them as expert. And as expert, they tend to give them more knowledge and experience they sometimes deserve" (Differentiate or Die, by Jack Trout, Pag. 127). Apple is still the specialist of the video editing according to the most of customers!
At least, we can say that AMD is a truly expert about HEDT CPUs: AMD invented this category with the FX brand. :)