Imation Corporation had recently closed on a 25-year licensing deal with TDK Corporation to market the TDK brand of magnetic, optical, and flash media, along with several consumer electronics items.

TDK has its roots in audio recording media. Over the years, it has gained a reputation as an innovator for the highest quality recording media in analog audio and video tape, in digital optical disks, and most recently, in Blu-ray technology.

Imation’s Business Strategy was to transform from a “Removable Data Storage Media Company” to a “Brand and Product Management Company,” and move from an equal balance of commercial and consumer to primarily a consumer business. This made it necessary to define the TDK brand’s role within their global consumer brand portfolio, which included Imation, Memorex, and HP optical media.

We guided a cross-functional global team and multiple agencies in developing a Brand Strategy to build a strong relationship with target consumers. Critical to this was understanding the future volume and profit expectations on a regional and global basis.

We began by mining significant qualitative and quantitative research to understand how consumers related to TDK, other Imation brands, and competitive brands today. We then identified the target consumer, based on insights into their underlying needs and motivations. Lastly, we determined how we wanted the brand to evolve in the future, and then created an emotional Brand Promise that was compelling, believable and distinct to drive global growth consistent with their Business Strategy.