Canon actively being worried about the future, and about what the smartphone (photographic) revolution could mean for the Japanese giant.
Marketing Week reports:
It is almost exactly a year since Canon relaunched its brand with the aim of making it “accessible” to a wider group of customers. The shift was predicated on a realisation that the organisation needed to move from being product-centric to more customer-centric, focusing more on how its cameras and printers meet consumers’ needs rather than shouting about the latest specs.
The most obvious sign of this was a TV ad [editor’s note: see below], ‘Live for the story’ created by VCCP, that positioned Canon as a storytelling brand. That was followed up by work with influencers such as Zoe Kravitz to tap into particular genres of photography, including family, travel and food.
“The underlying premise was how do we help you tell the best story of your life,” explains Lee Bonniface, marketing director at Canon Europe. “It’s an integration of the brand owning the space of storytelling and then the integration of our products and services to allow customer to be able to tell their story in the best way possible.