\"As smartphones continue to erode sales of cameras and equipment, traditional brands are building digital platforms that double as marketing assets. Today, Canon launched the multiyear “See Impossible” campaign, shifting the marketing focus away from products and onto customers’ stories.\"
I.E. they don\'t feel like investing in a new sensor fab for DSLRs so lets try to shift talk away from sensors to things like \"It\'s all about the lenses.\" and \"It\'s not about our products, it\'s about our customer\'s stories\", our two new slogans.
I mean who knows, maybe they have something ready to wow us, but between the interview with the honcho and the new slogans it doesn\'t sound encouraging. Also, since \"This is strictly an ad campaign in the US which, according to the AdWeek article, is to \"recapture\" lost market share!\" so if they really had something real to recapture it with, they would just announce this and not some marketing blahblah like this. Another bad sign that they simply have nothing at all to answer the other brands when it comes to new sensors. I guess they fear the decline of sales makes investing in a new sensor fab too risky, but that can, over years, eventually lead to a downward spiral. They could at least have charged ahead with 4k though, but I guess they would rather try to squeeze more out of the $20,000 cams (despite new fierce competition there) than use that to recapture lost market share.
\"As smartphones continue to erode sales of cameras and equipment, traditional brands are building digital platforms that double as marketing assets. Today, Canon launched the multiyear “See Impossible” campaign, shifting the marketing focus away from products and onto customers’ stories.\"
I.E. they don\'t feel like investing in a new sensor fab for DSLRs so lets try to shift talk away from sensors to things like \"It\'s all about the lenses.\" and \"It\'s not about our products, it\'s about our customer\'s stories\", our two new slogans.
I mean who knows, maybe they have something ready to wow us, but between the interview with the honcho and the new slogans it doesn\'t sound encouraging. Also, since \"This is strictly an ad campaign in the US which, according to the AdWeek article, is to \"recapture\" lost market share!\" so if they really had something real to recapture it with, they would just announce this and not some marketing blahblah like this.
\"As smartphones continue to erode sales of cameras and equipment, traditional brands are building digital platforms that double as marketing assets. Today, Canon launched the multiyear “See Impossible” campaign, shifting the marketing focus away from products and onto customers’ stories.\"
I.E. they don\'t feel like investing in a new sensor fab for DSLRs so lets try to shift talk away from sensors to things like \"It\'s all about the lenses.\" and \"It\'s not about our products, it\'s about our customer\'s stories\", our two new slogans.
I mean who knows, maybe they have something ready to wow us, but between the interview with the honcho and the new slogans it doesn\'t sound encouraging.
Oct 07, 2014 at 11:36 AM
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