The Softer Side of Memorex

Before I did the obligatory Googling if you had asked me what Memorex does I would have said recordable CDs and DVDs, period. I would have never guessed that they also sell TVs, DVD players, and all sorts of other audio equipment. This is perhaps as much my fault for not staying on top of my consumer electronic brands but also a reflection of the saturation point that Memorex achieved with their ubiquitous packs of CD-Rs and DVD-Rs. This past September, Memorex — self described as “one of the most trusted and recognized consumer brands in modern marketing history.” — unveiled a new identity that, apart from signaling change it shifts its focus and attention to a female consumer.The SThrough research, we found that women were largely neglected by current electronics