In the highly competitive world of digital cameras, there are quite a few major players. Canon, Nikon, Sony, Panasonic, Olympus immediately come to the mind. It is becoming increasingly difficult for these companies to differentiate themselves on the basis of technology alone. Almost every feature of a camera is present in a camera produced by a competitive company.
Thus, marketing becomes an extremely important tool to be a preferred brand for the customers.
Leo Burnett and Canon came up with EOS Photochain campaign in Australia. The whole idea was to evolve a new form of social networking in which people can connect to each other using the inspiration behind photographs.
Eventually, the whole ‘Photochain’ campaign succeeded in putting Canon EOS series as a brand that signifies creative inspiration. Interestingly, about 35% of the users of EOS Photochain website were using cameras other than Canon.
So, if you're going to buy a camera, would you buy a Canon ???
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