"Canon USA last week launched 'See Impossible,' a new tagline and logo as part of a multi-year branding campaign.See the entire article – Seeing the Impossible: 5 Questions with Canon USA's Michael Duffett – on brandchannel.
Much in line with the industry shift towards 'age of you' and human storytelling, the accompanying ads focus on the people, rather than the camera.
As Adweek noted, 'Canon's campaign centers around a new microsite, which houses a series of digital videos that highlight how customers use a range of products. One 45-second clip shows how an author used the technology to self-publish her book. Going forward, Canon will expand the site's content to include submissions from consumers and clients.'
'We're going to use it as a messaging vehicle, but we're also going to use it internally to organize and marshal our resources in a way that's much more customer-centric than just strictly approaching everything from a product viewpoint that we've done over the years,' said Michael Duffett, VP and general manager of marketing at Canon USA.
brandchannel spoke with Duffett to get more of the strategy behind the new branding, positioning and campaign for the world's 37th most valuable brand."
"You just took your Canon Image Stabilized lens off the camera and quickly replaced it with another. But as you put it into your camera bag, or later when you take it out, it seems like there’s a soft rattling sound coming from inside the lens. You give it a gentle shake and sure enough, something’s loose in there. Is your next move a call to Canon’s service department? Not necessarily! We’ll describe why in this article."See the entire article on the Canon Digital Learning Center.
"Adobe now offers a Creative Cloud Photography bundle that includes Lightroom editing software and Photoshop CC for photographers who want to organise, edit, enhance and share their images via desktop or their mobile devices – this package currently comes bundled with the Canon EOS 5D Mark III and EOS 6D DSLRs, plus the PowerShot G1 X Mark II and G7 X compact cameras. In a four-part CPN series of articles and video tutorials Richard Curtis (a Principal Solutions Consultant in Digital Imaging for Adobe UK) will examine the workflow between Lightroom software and Photoshop CC to help you to understand the benefits of working with both in tandem. In Part 1 of this series Richard Curtis explains how to use Smart Objects within the Lightroom and Photoshop CC workflow and, in a special video, he reveals how Smart Objects ensure your image edits are non-destructive for longer. Please click on the play button in the window above to watch the video..."Read the entire article and see the video on the Canon Professional Network.
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