BRANDING NEWS: TDK revamps tired billboard to focus on creativity
TDK has updated its old fashioned brand image as a cassette and video tape manufacturer with a creative campaign that sees it changing its billboard in London's Piccadilly Circus.
The electronic components manufacturer has replaced the existing neon tubes, that depict its white and blue logo, with energy saving LED lighting that will allow full colour moving images to be used.
TDK is putting creativity at the heart of its brand image and is hoping to increase awareness of its global marketing activities as well as repositioning its brand as a âstate-of-the-art electronic components manufacturer.
The electronics giant will feature the new slogan, âThe power of creative thinking' on the billboard in Piccadilly. Along side this will also be famous sayings centred around creativity from historical figures, they include, âImagination rules the world' Napoleon Bonaparte (France, 1769-1821) and âThe creative principle resides in mathematics' Albert Einstein (Germany, 1879-1955).