From brandchannel:
"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."