NIKON.
A fantastic camera brand with unquestionable credibility.
Now of course, many camera brands are under threat from the increasing quality – and convenience – of smartphone cameras, which is why many are trying to diversify their portfolio to counter any potential profit loss.
Based on this ad, it appears NIKON are trying to do this as well.
Of course, as we have seen from GOPRO and countless other brands … the ‘live action camera’ category has been growing at an incredible rate and while you could argue NIKON might be a bit late to the party, their credibility in cameras stands them in good stead.
Except it doesn’t.
You see what NIKON have failed to understand is that the ‘live action category’ is very different to the photographic category … sure, they both involve needing a lens to capture the action, but fundamentally the rules are different, the values are different and the culture around it are very different.
As I wrote here, GOPRO’s success is not just because they were one of the first to exploit this market, but because they were part of the culture that created this market.
They understood who these people were.
What they do.
What they want.
What they feel.
This knowledge influenced everything … from their positioning [the utterly brilliant, ‘Be A Hero’] through to the style of advertising they created.
The fact NIKON’s ad shows an image that comes from the perspective of watching others do something, highlights how they have failed to understand the audience they are talking too.
All they’ve done is transfer their photographic approach to their communication … but the audience they need to engage have a totally different set of values and aspirations.
Of course it would be hard for them to achieve this given GOPRO have already nailed it with their ‘in the middle of the action‘ photographic style … but that’s the difference between a brand that looks at a category as a sales opportunity versus a brand that is born from the culture it plans to engage with.
As I’ve said many, many times … culture is far more important than category.
Don’t let anyone tell you different.
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PS: Happy Australia Day … a day where you are not just legitimately allowed to get pissed before 10am, but positively encouraged to be. Have a top day. And a top hangover tomorrow.