More hot AMD news comes to light from the lads over at Dailytech today. They've gotten a hold of some early information in relation to their next-gen K10 architecture. Looks like the good ole' "Athlon" brand will drop off from their high-end models where one can "Experience the Phenomena!" (AMD's purported marketing slogan) and pick up an AMD "Phenom" processor.

Athlon wont dissapear completely however, AMD will continue to use this brand for mid-range chips and Sempron will stay in place for the low-end market.

Over the next two weeks AMD will slowly begin to introduce its new brand name for high end desktop CPUs. The brand, Phenom, will succeed Athlon on all K10 offerings. Dual-core Agena processors will be labeled as Phenom X2; quad-core Agena as Phenom X4. The halo products, Agena FX and its family, will receive the brand name Phenom FX.

Phenom is pronounced as an abbreviated version of the word "phenomenal." AMD's guidance states that the company will promote its Phenom X4 and X2 processors under the premise that Phenom allows its users to "experience the Phenomenal."