New York (June 30, 2008)–Audio-Technica has launched a new branding initiative, centered around the statement, “Experience More.” Working with Minneapolis-based brand communications group Morsekode, Audio-Technica developed the initiative in an effort to strengthen the brand identity across the spectrum of customer communications.
“We chose this theme–Experience More–because it articulates so many fundamental truths about our company,” said Greg Pinto, Audio-Technica vice president of Marketing. “Our feature-rich microphones, headphones and other audio products genuinely do deliver more. Audio-Technica became known for world-class products because we have always focused on giving customers more than they expect, from extraordinary product quality and reliability to outstanding service and support.”
As part of this initiative, Audio-Technica has developed a new advertising campaign and collateral materials, including a new full-line catalog, with this new, consistent positioning. The initiative also includes the launch of a revamped, more intuitive website, featuring new graphics, an enhanced dealer locator and an interactive customer communications network.
Additionally, the audio manufacturer has published a book, Experience More: A History of Audio-Technica Microphones, chronicling the heritage of the company’s microphone division.
“Through this branding initiative, we are more effectively communicating Audio-Technica’s meaningful point of difference,” added Pinto. “This effort continues to gives us a unified voice and reinforces our brand promise, Audio-Technica: Experience More.”