Memorex, Cerritos, Calif., a portfolio brand of Imation Corp., unveiled strategy to distinguish and reposition the 47-year-old Memorex brand to appeal to female consumers. Memorex says 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 25- to 44-year-old woman and every member of her household.
"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."
As part of the new brand strategy, Memorex says it is expanding 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.
Memorex also is introducing a new signature logo featuring simplified and solid lowercase letterforms that are friendly and approachable, says the company. 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: vitality, simplicity, and connections.
In addition, Memorex 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.