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— Company reaffirms strengths and looks to the future with all-encompassing branding initiative —

Las Vegas , NV 06-18-2008 INFOCOMM — Audio-Technica, a leading innovator in transducer technology for over 45 years, has launched a new branding initiative. Reaffirming the company’s dedication to improving the customer experience, the initiative sums up Audio-Technica’s philosophy with the simple statement, “Experience More.”

“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.”

This new branding initiative honors Audio-Technica’s rich heritage and tradition while embodying the brand as it exists today. Working closely with Minneapolis-based brand communications group Morsekode, Audio-Technica developed the initiative in an effort to strengthen the brand identity across the entire spectrum of customer communications.

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. However, “Experience More” goes beyond a simple tagline or brand mantra – it is a total dedication to the customer experience that permeates Audio-Technica’s operations, from product development and quality assurance to customer service and support.

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 rich heritage of the company’s microphone division. Through these and similar efforts, Audio-Technica seeks to celebrate its reputation while building even stronger relationships with customers and emphasizing its commitment to the industry.

“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.”

Celebrating over 45 years of audio excellence worldwide, Audio-Technica is a leading innovator in transducer technology, renowned for the design and manufacture of microphones, wireless microphones, headphones, mixers, and electronics for the audio industry.

—For more information on the complete range of Audio-Technica products, contact Karen Emerson, Audio-Technica U.S., Inc., 1221 Commerce Drive, Stow, OH 44224. Tel: (330) 686-2600; Fax: (330) 688-3752; Web:

Audio-Technica is exhibiting at Booth C3757 during InfoComm 08 in Las Vegas, NV.