A strategic makeover for a rising star

eMemory

A world-class technology provider
Founded in 2000, eMemory is the only silicon intellectual property (IP) supplier in Taiwan to provide complete technology platforms, IP licensing services, and mass production process solutions. Clients include world-leading foundries, integrated device manufacturers, and integrated circuit (IC) design houses.

As part of preparations for an upcoming initial public offering (IPO), eMemory sought help from DDG in 2010 in the hope of improving its brand image and communicating its leading-edge advantages to both customers and investors.

Conveying the competitive advantages of an enterprise brand
DDG first reviewed the corporate brand position and communication strategies that eMemory was employing via a series of internal audits and interviews. We then identified eMemory’s core values: forward-looking development with a focus on breakthrough technology, and complete customer solutions.

From these core values, the main communication theme was found. A new brand slogan—“Embedded Wisely, Embedded Widely”—would convey the extent to which eMemory’s technology and applications impacted its clients’ businesses while reinforcing an image of reliability and professionalism.

Finally, eMemory’s website was revamped, ensuring that brand messaging became both more consistent and better aligned with the company’s unique competitive advantages and the needs of its customers.

Leading through to an IPO
The new corporate identity and communications strategy significantly improved the visibility and effectiveness of the eMemory brand in the international market. In 2010, revenue grew at an annual rate of 37 percent, demonstrating that the new corporate identity was helping eMemory maintain its leading position in the field of semiconductor design. In January of 2011, eMemory successfully launched its IPO. The stock has since risen from its debut price of under NT$100 to trade higher than NT$400 in mid-2015.

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eMemory’s revenue rose 37% in just one year, paving the way for a successful IPO.

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