Memorex 2007 Annual Report Download - page 8

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07
Early adopters crave performance and the latest innovations. Technology greenhorns appreciate simplicity.
And the vast, influential majority looks for reliability, durability and longevity.
Within this wide-ranging audience, a brand must find its niche. The consumer “sweet spots” for the Imation
brand are the young early adopter and the label-conscious buyer. For them, the brand is a status symbol,
indicating a savvy approach to high performance. It offers a stylish ability to control, manage and access
valuable data.
With a global footprint and especially strong appeal in Asia and Latin America, the Imation consumer brand
is increasing the reach of existing products and capitalizing on emerging media categories.
USER PROFILE Technology energizes Mi-Kyoung. She reads blogs on new developments in equipment and software. Her
online social network asks for her opinion on the latest gadgets, and being viewed as an expert is important
to her. At home, she plays video games, and she is so good that she has attained a rank of three-star
general in her favorite game. Her job as a marketing researcher has her online all day. When she comes
home after work, she brings important files with her on her Pivot Plus USB drive, which appeals to her not
just for its capacity; but also for its encryption, keeping her data safe. Portable hard disk drives may be a
MY BRAND TELLS THE WORLD ABOUT ME.
CONSUMER