Memorex: Pain Inspired Design

OLSON Minneapolis relaunched Memorex, an outdated brand with a lacklustre product line and a tiny marketing budget, as the first consumer electronics brand to appeal to women.

Memorex: Pain Inspired Design

Olson, Minneapolis

SUMMARY

Pain. Who Knew It Could Be So Inspirational?

Consumer electronics. It's a bazillion-dollar category with heavyweight brands like Sony, Samsung and Toshiba pouring oodles of money into developing the latest and greatest technology.

Enter Memorex.

An outdated brand, with a lackluster product line, tiny marketing budgets and an interesting idea. The idea? In a category created by men and for men, relaunch Memorex as the first consumer electronics brand to appeal to women. Just make them cute and pink, right? Not exactly.

This is a story about finding product ideas in dozens of...

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