Originally posted by benjikan "What Pentax Needs Now"...? Is a comprehensive and focused marketing strategy that is global in scope and universally consistent. It is what all of the major brands have done for ions, like Benetton, Nike etc. They must remain consistent for at least 2 years as to affect the public in such a way that when they see the advert or the message that it is immediately discernible, instant and without forethought...The campaign and the product become a melding of "1". BRAND awareness should be their primary goal. They must set a new paradigm that kick starts their message in such a way that it shocks the public into recognition of their "BRAND" name. It must be totally off the wall and out of the box. Many will protest, but that is a good thing. Saying you are different is a simple matter of stating that "We Are Different". But being different is taking an action that is precipitated on an approach that is novel, inconsistent and irregular. I doubt if Pentax wish to take this course. They need to choose their media carefully as to target their desired market with pin point accuracy. There are very novel new approaches available that have yet to be utilized to accomplish this goal. I will not go any further, but will say that if Pentax wish to stand out from the crowd, they need to instill in the public's mindset something novel, titillating and unique to break with convention...
I have many specific operational methods that I have used for other clients to accomplish these goals, but...
There is my FREE advice.
Benjamin Kanarek
Yup...branding; they STARTED to do it, with their 'I am a Pentaxian' campaign, but then they fizzled out. They've kept the red design scheme, but that's about it...
Originally posted by Pål Jensen Couldn't agree more....
Originally posted by pcarfan Benjamin,
I agree...Pentax should put you in their payroll.
Originally posted by benjikan Yes I agree...Ok. Now prove it!
They certainly have a LONG way to go to reclaim even a part of their former glory; it's too bad they let themselves get in this position, but they're not the only company to do that; look at Chrysler, still putting out 5400 lb cars in the midst of the biggest gas crisis in history. I drove one of their 340 horsepower cars, and it was totally gutless because of the ridiculous curb weight - it needed 340 horsepower just to feel adequate. Small wonder they didn't survive - management was just TOTALLY out to lunch.
Anyway, in retrospect, Pentax has come along nicely since the K1D disaster, they've been scrambling, but the K10/20 cameras were somewhat revolutionary in features set, they just really need a REVOLUTIONARY marketing scheme to go with this new batch of cameras coming out. My recent pessimism over the fate of the company has subsided now, and has given way to optimism about Pentax's direction now; this camera looks very intriguing, I just hope it's not more BS like the recent 'White Plastic Camera' debacle...that was just stupifyingly bad; good for a handful of 14 year old girls, but really, really bad for the loyal Pentaxian photographers wondering if the company was going under as it has been silent for so long...and then then big announcement was a white plastic camera identical to their black one!
A brief step backwards, but it's onwards and upwards now.
So Ben, have you seen it, or have any inside info at all? Can you give us a few winky faces if this is something really good that we all should be looking forward to? Or should I put my FA* glass up on Ebay and bail before the bottom truly drops out?
Just curious. Looking forward to the 21st, ladies & gentlemen.
Cheers,
Cameron