Memorex 2007 Annual Report Download - page 16

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13
Between the Memorex brand and the Imation consumer brand lies the TDK Life on Record
™
brand.
Like Memorex, the TDK Life on Record brand appeals to the family memory keeper, except TDK Life on
Record memory keepers are even more discerning and demanding. Quality is a necessity in all their
purchases. These brand loyalists actively pursue better design and precision technology.
Like Imation, the TDK Life on Record brand appeals to the digitally driven consumer, except the digitally
driven TDK Life on Record end users are more interested in applications and less interested in pure
technology. Their goal is not to impress with technology, but to use technology to record, protect and, most
important, relive their life stories.
Available worldwide but especially strong in Europe and Japan, the TDK Life on Record brand meets
consumers’ exacting demands for accessibility, creativity and longevity. From flash media to optical CDs and
groundbreaking 8cm Blu-ray discs, the TDK Life on Record brand delivers products that hold an enviable
position within the digitally driven, family-focused home.
USER PROFILE
It’s family first for Marco and Alessandra. They chose their home to be close to their extended family. They choose
family vacations that reveal to their children the rich, indelible experiences of different regions and cultures.
Both parents prefer to join in the fun, rather than view it from behind a camera lens. Yet some events are so
poignant, so unique, so compelling, that it’s vital to record and protect them, be they a baby’s first steps or
grandparents’ fiftieth anniversary celebration. Marco and Alessandra have a story worth telling, and it is critical
to them that they capture their life story. They trust one media brand to protect these irreplaceable memories:
MY BRAND ENRICHES MY LIFE EXPERIENCES.