[AAUGR GR604] Memorex: Visual Strategy Guide (Student Project)

Page 1

01 VISUAL STRATEGY GUIDE



01 VISUAL STRATEGY GUIDE


4

MEMOREX

VISUAL STRATEGY GUIDE

CONTENTS


CONTENTS

CHAPTER ��

HERITAGE

5

��

Company History

��

Timeline

��

CHAPTER ��

VISUALIZATION

��

Rebranding Objective

��

Memorex in the Past

��

Memorex in the Future

��

CHAPTER ��

AUDIENCE

CHAPTER ��

COMPETITION Current Competitors

��

�� ��

Adjacent Competitors

��

Future Competitors

��

CHAPTER ��

SOURCES

��


CHAPTER ��

HERITAGE Over the years, we have dedicated all of our efforts to provide you with data storage products of the highest quality. What differentiates us from others is our attention to detail—and with that mentioned, we want you to see and hear every little detail as it was meant to be. No matter what kind of media you have recorded onto one of our products, audio or video, we wanted to make sure that what you receive is nothing short of extraordinary.



8

MEMOREX

VISUAL STRATEGY GUIDE

COMPANY HISTORY Memorex Corporation was founded in 1961 by Laurence Spitters along with a group of entrepreneurs from Ampex Corporation, Arnold T. Challman, Donald F. Eldridge and W. Lawrence Noon. They stationed the headquarters in Santa Clara, California, where the corporation initially entered professional tape media markets. It became the first computer industry start-up in Silicon Valley.   The company started out by manufacturing magnetic tape for computers in 1962. By the mid-1960s Memorex began a strategic plan to enter the computer systems business by establishing its presence early on as a supplier of products plug-compatible to IBM systems and then using its established sales and service capabilities to offer complete computer systems. The company’s first disc drives were developed and market-tested in 1967. Memorex entered the equipment business with the introduction of the Memorex 630 Disc Drive, compatible with IBM systems.   A Consumer Products division was established in 1970 and planned for the development and sales of audio cassette tapes. Memorex became a household name with its 1972 campaign in which American jazz artist Ella Fitzgerald sings and her recording shatters a wine glass. Throughout the campaign, they used the slogan, “Is it live or is it Memorex?‘’   Memorex successfully executed the equipment into system strategy through the early 1970s including significant successes in IBM plug-compatible disk storage and communications products. It continued as a leader in various media products. The Memorex system was introduced in April 1972. However, a series of extremely aggressive pricing and product actions by IBM reduced the profitability of Memorex’s equipment businesses to the point where corporate viability was questionable. In July 1973, the Memorex system was withdrawn. In 1974, Robert C. Wilson replaced Spitters as CEO and restructured the company with the Bank Of America.

Wilson retired in 1979 and was replaced as CEO by Clarence W. Spangle. In 1981 Burroughs acquired Memorex and in 1986, Burroughs, upon acquiring Sperry Univac, renamed itself Unisys. Memorex continued into the 1980s in its three business lines but problems in all product lines, including a difficult transition to the 3380 class of plug-compatible disk subsystems and a complete miss in the then vigorous OEM disk drive markets led to the dismemberment of Memorex by Unisys in the late 1980’s.   Led by its international team under Giorgio Ronchi, most of Memorex spun out of Unisys, later becoming Memorex Telex N.V. It in turn was broken up in the middle of the 1990s. Many of Memorex’s original international sales and service subsidiaries continue as subsidiaries of other companies, for example, Memorex Telex Japan, Ltd, continued operations until 2007. The Memorex tape plant on Shulman Avenue in Santa Clara initially occupied in November 1961 was auctioned off in February 1994. The disk drive business unit was spun out in late 1989 as Sequel, headed by Mike Haltom. It continued as a disk drive repair company and was acquired by Solectron in 1999. In 2006 Imation acquired the brand from Hanny Holdings.   In 2020, this company plans to move forward in a much different direction than before—no longer will the company be simply a manufacturer of multimedia, but rather a company that is much more diverse in the what it offers to its audience.


HERITAGE

9


10

MEMOREX

Is it

LIVE?

VISUAL STRATEGY GUIDE


HERITAGE

Or is it

11

MEMOREX?


12

MEMOREX

VISUAL STRATEGY GUIDE

TIMELINE Where We Have Been Through The Years

Memorex Corporation founded in Santa Clara, California by Laurence Spitters, Arnold Challman, Donald Eldridge and Lawrence Noon with Spitters as president.

Peripheral Systems Corporation formed under chief engineer Bob Brumbaugh to develop a disc file system.

Consumer sales division established and planned for development and sales of audio cassette tapes.

Memorex Corporation was bought by Burrough’s Corporation (later known as Unisys), an American business equipment manufacturer.

1964

1970

1982

1961

1962

The company’s first product was introduced—magnetic computer tape.

1967 Disc drives were developed and market-tested. Memorex entered the equipment business with the introduction of the Memorex 630 Disc Drive, compatible with IBM systems.

1972 Memorex enters computer systems market and also launched advertisement campaign featuring Ella Fitzgerald shattering glass, with the slogan “is it live or is it Memorex?”


HERITAGE

Disk drive business unit was spun out as Sequel, headed by Mike Haltom, continuing as a disc drive repair company.

Memorex Telex N.V. divisions broken up and sold to different companies.

1989

1988

Memorex Corporation merges with Telex to form Memorex Telex N.V.

Imation acquired Memorex International from Hanny Holdings

1996

1992

Memorex Telex N.V. files for bankruptcy

13

2006

1999

Solectron acquires Sequel to expand services business

2020

Memorex plans to execute company rebranding objective, repurposing all of its products into a new direction.


CHAPTER ��

VISUALIZATION As we move our brand forward, we would like to create new experiences for people with the same core idea in mind—keeping content as real as possible. We will move from a passive state into a much more interactive state with our new brand objective.



16

MEMOREX

VISUAL STRATEGY GUIDE

REBRANDING OBJECTIVE Where We See Ourselves in the Future


VISUALIZATION

17

Memorex aims to enhance your experiences by making them seem more realistic. Our mission is to create experiences which closely resemble or simulate the real thing.

From this point forward, we do not simply want to have aexperience, but rather a more realistic experience. We plan to reach out to various industries and not limit ourselves solely to consumer electronic products as we have before. For historical and scholastic purposes, preservation of data continues to be crucial to our learning of past events as well as culture. Through extensive research, we can recreate parts of history which are lost so that the new generation has an opportunity to experience them—fallen monuments, faraway lands, even lost artifacts. We can also use this opportunity to educate in various fields through means of simulation. In the entertainment industry, live performances are favored over recorded ones. With our technology, we plan to reproduce the live experience for you and provide opportunities for you to interact with the music in a different way than simply just listening. One place we have never ventured before is the healthcare industry. While the term is embedded in our name, memory is a topic which is highly researched to this day due to conditions such Alzheimer’s and dementia. We hope that with our advancement in technology, we can help to remedy those conditions by enabling people to relive some of their past experiences. Ultimately, we want the Memorex experience to transform from a passive state to a much more active one, allowing people to not only recall information, but to also have the ability to interact with it in some way.


18

MEMOREX

VISUAL STRATEGY GUIDE

MEMOREX IN THE PAST Previously, our products and services provided passive experiences which generally took place within the confines of the household. Before, we provided various types of recordable media for people to enjoy different types of audio and video content. No matter what it was, we did our best to make sure recordings on our media would turn out just as excellent as the original which it was recorded from. However, the act of accessing that content in itself was a very passive experience. It involved activities such as watching television and listening to the radio, which generally are not considered to be activities. What we want to do is break out of that mold, and take those experiences somewhere where they have not gone before.


VISUALIZATION

19


20

MEMOREX

VISUAL STRATEGY GUIDE

MEMOREX IN THE FUTURE What we would like to create in the future are interactive experiences which create the sensation of reality. In the future, we are looking to expand into an area which we have not before. Rather than being passive experiences, we want users to have a more immersive and interactive experience with our products. The same goes as before—we want the experience to seem just like the real thing. The new experiences we provide will take users further than we have taken them before.


VISUALIZATION

21


CHAPTER ��

AUDIENCE With the fresh new direction in mind for our brand, it is important to establish the types of individuals which will create our audience—those who have the same ideals and beliefs as we do. As we push our brand into a new direction, we will be specifically reaching out to those who cherish their experiences and wish to relive each of them in an active as opposed to passive manner.



24

MEMOREX

VISUAL STRATEGY GUIDE

THE BOOKWORM

Anita Walker

41 Years Old

History Professor

Washington, D.C.

• • • •

Loves to spend time reading books she has already read, because she feels she can find something new each time she reads them Performs research on monuments which no longer exist, and wishes she could have a chance to see them in person Loves teaching history each semester because she feels she can refresh her memory of important events, and she feels she knows the country more than others do Often visits museums and art galleries to experience the rich history and culture around her Enjoys watching various video documentaries which she presents for her students each semester because she gets to see history unfold with her own eyes Sometimes listens to e-books of her favorite novels as she travels because she feels it provides a different experience than reading Enjoys discussion with her students about various topics, because she gets to hear their experiences and their take on those subjects


AUDIENCE

25

THE WAR VETERAN

Henry Williams

64 Years Old

Army Recruiter, Retired

Tulsa, OK

• • • •

Loved it when he was stationed in Hawaii and wishes he could visit there again, however he does not have much money to travel Would like to know how it feels to walk again, because he lost his right leg during war—he currently uses a wheelchair Has trouble hearing because of his close proximity to an explosion, and he would like to be able to listen and hear things with clarity Wishes he could relive his childhood, so that he could remember what it is like to be with his parents who passed away when he was younger Would like there to be more drive-in theaters like in the past because he does not like to sit next to other people in crowded movie theaters His memory is not the best, so he writes daily in a journal and often revisits specific entries to relive some of his happiest moments Has saved newspapers from when he served in the army to help him remember how times were during his enlistment


26

MEMOREX

VISUAL STRATEGY GUIDE

THE SCRAPBOOKER

Jennifer Swanson

27 Years Old

Registered Nurse

Seattle, WA

• • • •

Loves to make scrapbooks to collect memories from different events and times in her life because they only happen once, so she wants to capture those moments Always has her cell phone ready to takes selfies with her friends, so that she can have photos to remember her friends and family Likes to use a camcorder when traveling so she can watch the trip and show it to everyone when she returns home Visits the same café every weekend because they cook a pancake breakfast just like how her mom used to make it Keeps her photos organized and dated so that does not forget the exact moment that she took them Likes to listen to live renditions of songs because it makes he feel like she is at a live concert As she creates her scrapbooks, she feels as if she is reliving the moment she sees in each picture and so many memories start coming back to her


AUDIENCE

27

THE BLOGGER

Miguel Hernandez

29 Years Old

Journalist San Francisco, CA

• •

• • •

Maintains a blog in which he documents his adventures in the city so others can know what to expect when they visit Uses Yelp frequently to discover restaurants in the area with a 4.5 rating or above, and often returns to them because he had a wonderful dining experience there the first time Loves San Francisco because there are so many unique events there which he would not be able to experience anywhere else Goes to concerts to view his favorite artists perform when they are in town because they generally only have one performance per city, so he does not want to miss his chance to see them Records various street performers because he never knows if he will run into them ever again Wishes that some events recorded their performances, because sometimes he is just too busy to see everything in the city When riding his bike to and from work, he records his rides on his GoPro in case he gets into an accident, that way he can have footage to show officers in case he was not at fault


28

MEMOREX

VISUAL STRATEGY GUIDE

THE HORSEBACK RIDER

Katie Bradley

16 Years Old

High School Student

Dallas, TX

• • • •

She still remembers her favorite music, and feels comfort whenever she listens to her favorite artists Suffers from retrograde amnesia due to a horseback riding incident, so her family often shows her photos and videos of previous events in her life Her friends will come to visit and recall various memories, hoping to restore some bits of Katie’s memory Sometimes Katie will participate in a role-play of a past life event to help trigger the restoration of her memory Her doctor will test her memory by having her recall what she did in the day, to make sure she does not have any further memory loss Sometimes she has dreams of specific events, which are sometimes actual memories in her life She reads the article about her accident to try to understand her situation better


AUDIENCE

29

THE PRO ATHLETE

Kevin Miller

25 Years Old

• •

Pro Tennis Player New York, NY

• • • •

Watches replays of his games so he can see what he is doing wrong and discover how to improve his gameplay His coach will mimic his opponents play styles to help him prepare for his matches Loves watching tennis on his DVR because he can always re-watch matches that have already ended Likes to listen to match commentary on his own matches because he can gain perspective from other people’s views Has not won a major tournament in a few years, so he is working hard with the hopes that he can feel that feeling of accomplishment again Keeps game balls as memorabilia of some the most memorable matches he has had as a reminder of why he plays this game with so much passion Compares videos of his current matches to one from the previous year to make sure he is not making the same mistakes


CHAPTER ��

COMPETITION As we plan to explore a new vision for our brand, it is necessary to become familiar with those who might compete with us. This could range from companies who either have the same vision as us to ones that deliver a similar product. It is also important to look at the evolution of our competition, as that will change from now to the time that we reveal our company’s new face.



32

MEMOREX

VISUAL STRATEGY GUIDE

CURRENT COMPETITORS Our current competition is composed of companies who have found ways to store data, much like how we did when we recorded media onto magnetic tape. The market has evolved since that time and products that offer data storage come in many different (as well as efficient) forms, ranging from disc-based storage to flash memory.

VERBATIM / a storage media company, known today mostly for their recordable optical media

MAXELL / a manufacturer of consumer electronics including recordable media

FUJIFILM / a photography and digital imaging company which also sells recordable media

TDK / a multinational electronics company which manufactures electronic materials, components, and data-storage media

SEAGATE / a data storage company specializing in hard disk drives for computer systems

WESTERN DIGITAL / a computer data storage company which specializes in hard disk drives, and supporting software

SANDISK / a manufacturer of flash memory products for use with computer systems and other peripherals

PNY / an electronics manufacturer whose products include both flash memory and hard disk drives

LEXAR / a manufacturer of digital media products, including flash memory and memory card readers

KINGSTON / a computer technology corporation which sells, develops, and manufactures computer memory-related products


33 COMPETITION

DISC-BASED STORAGE

HARD DISK STORAGE

FLASH MEMORY


34

MEMOREX

VISUAL STRATEGY GUIDE

ADJACENT COMPETITORS Our adjacent competition is composed of companies whose products serve to read or recall the memories that our products have stored. This includes computer systems (such as PC’s, laptops, and tablets) as well as home entertainment peripherals (media players).

HEWLITT-PACKARD / a technology company specializing in computers and printers

ACER / a corporation specializing in advanced electronics technology and hardware

ASUS / an electronics company specializing and computer hardware, peripherals, and accessories

TOSHIBA / a corporation with diversified products which include electronic components and materials

INSIGNIA / a consumer electronics company which specializes in home entertainment electronics

JVC / an electronics company which specializes in audio and video recording equipment

LG / a consumer electronics company which specializes in home electronics and accessories

PANASONIC / an electronics corporation which also specializes in home appliances

PHILIPS / an electronics company which sells various audio products, including home entertainment electronics

PIONEER / an electronics corporation which specializes in digital entertainment products


35 COMPETITION

COMPUTER SYSTEMS

HOME ELECTRONICS


36

MEMOREX

VISUAL STRATEGY GUIDE

FUTURE COMPETITORS Our future competition includes companies who will have found a way to make memories exist in present time, and with the ability to interact with it. Some of the bigger technology companies today show great potential as their products become much more interactive. Furthermore, social media will become a factor as many memories are shared through these channels.

APPLE / a technology company which develops and sells consumer electronics, computer software, and online services

SONY / a corporation specializing in motion pictures, music, and various electronics

MICROSOFT / a technology company specializing in computer hardware and software, as well as consumer electronics

SAMSUNG / an electronics manufacturer whose products range from home electronics to mobile phones

CANON / an imaging company who makes a variety of products including cameras, printers, and scanners

NIKON / a corporation specializing in optics and imaging products, known mostly for their digital cameras and recorders

FACEBOOK / a social network which allows users to share various media with their friends

INSTAGRAM / a mobile application which allows users to upload and share photos and short video clips

TWITTER / a social network which users create short messages and are able to include links to photos and videos

YOUTUBE / a website which allows users to upload and share their recorded videos


37 COMPETITION

ELECTRONIC TECHNOLOGY

IMAGING & PHOTOGRAPHY

SOCIAL MEDIA



COMPETITION

39

FINDING THE RIGHT LOOK After establishing the strategy we would like to employ with our brand’s revitalization, it is time to move forward into the development phase of this process. During this point in time, we will be exploring numerous ways in which our brand can be represented through a logo—quantity begets quality, and you will see the thorough exploration of various forms of icons and wordmarks as they adhere to specific ideas.


CHAPTER ��

SOURCES



42

MEMOREX

VISUAL STRATEGY GUIDE

PHOTO SOURCES PAGE

SOURCE WEBPAGE

04–05

http://img02.deviantart.net/0bfe/i/2012/015/8/2/futuristic_world_by_starlystock-d4mfxgq.jpg

07

http://mrxhist.org/docs/Bede_5147.pdf

08

http://i.huffpost.com/gen/1747709/images/o-BLACK-MOUTH-MICROPHONE-facebook.jpg

09

https://thecounterfeitchristian.files.wordpress.com/2015/02/resonance.jpg

10, left

http://mrxhist.org/docs/Bede_5139.pdf

10, middle

http://mrxhist.org/docs/Bede_5145.pdf

10, right

http://mrxhist.org/docs/Bede_5142.pdf

11, left

http://mrxhist.org/docs/Bede_5143.pdf

11, middle

http://mrxhist.org/docs/Bede_5137.pdf

11, right

http://mrxhist.org/docs/Bede_5144.pdf


SOURCES

PAGE

SOURCE WEBPAGE

12–13

http://backgrounds-free.com/highresolution/l_091.png

16, top

https://static.pexels.com/photos/7066/man-relax-couch-study.jpg

16, middle

http://www.hellenicpulmonaryhypertension.gr/wp-content/uploads/2015/09/tv.jpg

16, bottom

http://www.luckypierre.net/wp-content/uploads/2016/06/listening-to-music.jpg

17, top

http://i.huffpost.com/gen/2171964/original.jpg

17, left

http://eskipaper.com/images/wood-floor-texture-14.jpg

17, right

https://s-media-cache-ak0.pinimg.com/originals/cf/b1/25/cfb125f6d48e0a076baf1dfcb033a73b.jpg

18, top

http://www.khaosodenglish.com/wp-content/uploads/2016/07/Learn-_-Play-Interactive-Theme-Park_A-Table-where-LittlePeople-Live_main_Re.jpg

18, middle

http://mw2013.museumsandtheweb.com/wp-content/uploads/2013/03/LP-CMA-LineShape-01.jpg

18, bottom

http://www.sunlandrvresorts.com/wp-content/uploads/2013/09/bigstock-silhouettes-of-concert-crowd-i-15652625_mini.jpg

43


44

MEMOREX

VISUAL STRATEGY GUIDE

PAGE

SOURCE WEBPAGE

19, top

https://fortunedotcom.files.wordpress.com/2016/04/vir05_d1.jpg

19, left

http://www.pptbackgroundstemplates.com/backgrounds/Futuristic-abstract-pattern-with-lights-backgrounds.jpg

19, right

http://7te.org/images/1920x1080/blur-blue-bokeh-wallpaper-2035.jpg

20–21

http://www.graygeardesign.com/wp-content/uploads/2016/03/futuristic-wallpapers-backgrounds-futuristic-abstract-wallpaper1920x1080-android-photoshop-tutorial-designs-wallpapers-1920x1200-for-walls-iphone-pack-5.jpg

28–29

http://more-sky.com/WDF-258982.html

38-39

http://bgfons.com/upload/light_texture2320.jpg


SOURCES

CONTENT SOURCES PAGE

SOURCE WEBPAGE

6, company history

http://mrxhist.org/index.html http://mrxhist.org/index.html

45


design

Raymond Monsada

printing & binding

Chum’s Design & Print 582 Market St #100 San Francisco, CA 94104

course

Nature of Identity Fall 2015 Academy of Art University

instructor

Hunter Wimmer

All rights reserved. No part of this publication can be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopy, recording, or otherwise, without the written permission of Memorex. A digital version of this Visual Strategy Guide book is available online at realisticmemories.com.




Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.