ATI madness

For people who don't know the company it has become one of the most monumental achievements is that the company has managed to produced mid-range components and seemingly dropped out of the high-end enthusiast market.

What I believe happened with the company is that within the past year the company was purchased by AMD, an American company, and the whole company started revamping the identity of the company. ATI has been well known to be affiliated with the color red and having to incorporate the color green, AMD's color, has probably produced the most confusion amongst consumers. Confused consumers = lesser business.

Changing the identity was one thing, but the company moved from a Canadian based technology company to a fully owned and now American operated company. Right now with the merger, a lot of the company has to change and the identity itself is somewhat of an integration of both companies right now. Confusion is what I personally experience with this company and have no idea what's what and I believe confusion causes a brand to become weaker.