Printhead company aims to be seen as “”third way for printing” by boosting brand awareness.
Proprint reports that Memjet aims to increase awareness of its brand by featuring its “Powered by Memjet” logo on printers from machinery manufacturers, with Jeff Bean, Vice-President of Brand and Communications for Memjet, stating that the company’s ambition is for the technology to be seen as a “third way for printing”.
Bean continued, “First there was inkjet. Then laser was invented. Finally there is Memjet, an entirely new category of super-fast, affordable colour that neither traditional inkjet nor laser can deliver.”
The logo already appears on a range of machines manufactured by Sydney-based Rapid Machinery, from wide-format printers to label machines and an increasing number of desktop printers, with Memjet aiming to achieve a similar level of brand value to that which ‘Intel Inside’ has to PC manufacturers.
However, the article states that Memjet plans to “remain solely focused on OEM arrangments” rather than going directly to market, although it was reported in May that the company planned to expand to new markets after buying its intellectual property rights from Memjet inventor Silverbrook Research following a legal dispute between the two companies regarding the technology’s ownership.