Transmeta to Tout Efficeon Chip as Component

LOS ANGELES Microprocessor manufacturer Transmeta Corp. will market its new high-performance TM8000 microchip, dubbed Efficeon, as “an ingredient brand,” said Mike DeNeffe, director of marketing.

“We believe that whether it’s a personal purchase or by an IT professional, people buy the computer, not the chip,” DeNeffe said. Commissioned by Transmeta’s in-house advertising department, Plumbline Studios in Berkeley, Calif., designed the logo.

DeNeffe said the Santa Clara, Calif., company will use cooperative advertising with OEMs in coordination with the first product arrivals in the fourth quarter, a notebook computer and a tablet PC.