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TDK at 90: How the Electronics Giant Reinvents Itself for the Future

TDK is celebrating its 90th anniversary with a major brand transformation at CEATEC. The company introduced its new "In Everything Better" brand message to reflect its evolving identity. CEO Noboru Saito explained how TDK's components, like TMR sensors in iPhones, power countless consumer products worldwide. The company emphasizes continuous improvement and diversity as key drivers for future growth and social transformation.

Key Points: TDK Marks 90th Anniversary with New Brand Message at CEATEC

  • TDK unveils new "In Everything Better" brand message celebrating 90 years
  • Company showcases diverse technologies powering smartphones and EVs
  • TMR sensors enable iPhone camera auto-focus and stabilization features
  • CEO emphasizes continuous improvement over being "best" for growth
2 min read

TDK marks 90th Anniversary with New Brand Message at CEATEC

TDK celebrates 90 years with new "In Everything Better" brand identity at CEATEC, showcasing innovations powering smartphones, EVs and global electronics.

"Transformation means to make society better. To realize it TDK will be better not best. - Noboru Saito, CEO of TDK"

Tokyo, November 13

CEATEC is the showcase of digital innovation. TDK is the global electronics company and its advancing booth gathered the biggest attention of visitors. Celebrating 90 years' anniversary TDK booth exhibits various technology cultivated in long history.

Noboru Saito, CEO of TDK said "As one of transformations, TDK transformed to new "Branding", "Brand Identity". TDK publish "In Everything Better" with exhibition in CEATEC. TDK products and technology are incorporated to various industrial machines like smartphone, EV and so many. TDK products are inside of most of global electronic products and make impact to social transformation by its technology and solutions. TDK explains that this situation should be shared by inside and outside. In this exhibition TDK booth including new logo, back ground and color emphasizes diversity. Diversity is important. To appeal it to company members TDK continuously make communication".

TDK's technology and part product are invisible from surface of product but integral for product to work precisely. It is highly admired and incorporated to global consumer products.

Noboru Saito, CEO of TDK, "IPhone is one of "Everything". TMR sensor contributes to IPHONE camera keeping auto focus or prevention of camera shaking. To provide good photo to consumers TDK's TMR sensor contributes. Transformation means to make society better. To realize it TDK will be better not best. Because be best means stop of growing. Always seek better forever".

TDK declared "In Everything Better" with the new brand. TDK's development has started from ferrite technology TDK's transformation will never stop to develop better industrial fields.

- ANI

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Reader Comments

R
Rohit P
TDK's TMR sensor technology in iPhone cameras is impressive! As someone who loves photography, I appreciate how these invisible components make our daily tech experiences better. Hope Indian companies learn from their long-term vision.
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Michael C
While TDK's technology is undoubtedly world-class, I wonder if their focus on "diversity" is more about marketing than actual practice. Many Japanese companies still have work to do in this area. Still, 90 years is a remarkable achievement!
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Ananya R
TDK's components are the unsung heroes of our digital lives! From smartphones to EVs, they're everywhere. The CEO's point about "better not best" is so true - reminds me of our Indian philosophy of constant learning and growth. 🙏
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Vikram M
Great to see companies thinking long-term! 90 years in business and still innovating. Indian manufacturers should take note - it's not just about making products, but building lasting brands with strong values. Jai Hind!
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Sarah B
The focus on internal communication about diversity is interesting. Many global companies talk about diversity but forget to communicate it effectively within their own organizations. TDK seems to be taking the right approach.

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