CERRITOS, Calif. - Sept. 15, 2008 - Memorex, a portfolio brand of Imation Corp. (NYSE: IMN), unveiled today a comprehensive strategy to distinguish and reposition the historic 47-year-old Memorex brand to appeal to the adult female consumer. Memorex, well known for its "Is it live or is it Memorex?" television commercials in the 1970s featuring Ella Fitzgerald, will be shifting its identity as a sound and video reproduction brand, to one focused on creating electronics and media tailored to fit the lifestyle of the 24-45 year old woman and every member of her household. As part of the new brand strategy, Memorex will expand its current product emphasis on digital media and storage devices to include intuitive and stylishly designed home and personal electronics such as Blu-ray Disc players, iPod® accessories, digital photo frames, and MP3 players.
Today Memorex will introduce a new signature, or logo, featuring simplified and solid lowercase letterforms that are friendly and approachable. The new Memorex signature features a circle icon or "o" as the focal point, representing connections between family and friends. This new signature embodies the three core elements of the refreshed Memorex brand personality: vitality, simplicity and connections. These three components also serve as the key inspiration and the guiding principle in all product design and future communication from Memorex.
"The starting point in relaunching the historic Memorex brand was gaining clarity on our target consumer," said Jeff Meredith, executive director of global brands, Memorex, at Imation Corp. "Through research, we found that women were largely neglected by current electronics brands. Our specific target consumer is a savvy female shopper, between ages 25 and 44, who is constantly on-the-go and has an expressive sense of style. She embraces technology as a way to help simplify and bring vitality to her life. Most of all, she expects technology to enhance the connection and experiences that she has with her friends and family. To appeal to this audience, Memorex will be introducing electronics that are simple and satisfying to use. These products will enable her to entertain - while bringing others together to share in the fun - and to do so affordably, with a touch of designer style."
Building off a deep understanding of the female electronics user, Memorex will be introducing di stinctive electronics featuring clean, contemporary and iconic lines; bold, vibrant colors; and intuitive features that bring enjoyment, connectedness and entertainment to people's lives. According to the Consumer Electronics Association, women accounted for $90 billion of the $200 billion consumer e lectronic purchases in the U.S. market in 2007. Research also indicates that women are equally likely to purchase electronics at mass and consumer electronics retail outlets.
New versatile, vibrant electronics from Memorex that are easy-to-set up and easy-to-use include the miniMoveTM portable boombox for the iPod. Inspired b y the elegant silhouette of a purse, the miniMove was recently featured as part of three fashion ensembles on the runway at the VPL by Victoria Bartlett Spring/Summer 2009 fashion show in New York City. Fashionable and functional, the miniMove plays and charges all iPod devices with docking compatibility, and presents a stylish way to take music to share at the pool, beach or the next room.
Memorex has also launched a sleekly designed Blu-ray Disc player for under $270, enabling a home theatre experience marked by richer colors, finer details and crisp, vibrant sounds, at a price anyone can afford.
Other products expected to launch in the upcoming months include devices that instantly transform an iPod into a more modern take on the karaoke machine, designer-style digital photo frames, and affordably-priced headphones that feature superior comfort technology.
In addition to delivering differentiated, stylish audio, video, digital imaging and storage devices that energize and entertain female users, Memorex has also launched the "Memorex Fits Your Life" campaign featuring online, print and non-traditional advertisements to position Memorex as a modern consumer electronics brand. Print advertisements focus on real and sometimes surreal situations that women can relate to, and product features that fit a woman and her family's lifestyle. These ads will be appearing in Domino, InStyle, "O" The Oprah Magazine, Real Simple, People and other national lifestyle publications in the upcoming months.
Another critical tool for reaching the female electronics consumer is the ability to deliver a superior user experience. A new Memorex.com website, launching today, will reflect the brand's core essence of simplicity and will offer an enhanced user experience to visitors seeking anything from technical support to product informat ion. The new site will welcome the visitor with rewarding content, tips and ideas that appeal to the female electronics user. Product support and information will be e asier to find and navigate.
The three components of Memorex's new brand identity - vitality, simplicity and connections - will be incorporated into Memorex brand communications at all touchpoints. Memorex will introduce dramatic new packaging, merchandising, and in-store presentations that feature vibrant typography set against clean, white spaces to create a new level of sophistication. The use of bold, clean graphics and white space contribute to the air of simplicity, while energetic product imagery communicates Memor ex's promise to entertain and enhance users' lives. The rejuvenated graphic identity reflects the new contemporary look and approach Memorex is taking to position electronics at the heart of a woman's life.
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