"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."
THIS MESSAGE GOES OUT TO FEAR, DOUBT, LOGIC AND REASON.And there's a countdown timer...counting down to Tuesday, 10:00am Eastern Time.
To excuses, distractions, procrastination, inertia, critics, cynics, realists, pessimists, resistance, conventional wisdom.
To the peanut gallery, the so-called experts, the good enoughs, the urges to pass the buck, the easy way out, the snooze button, the panic button, and to that little voice in the back of your head that says,
“It can't be done.”
To all of it, we apologize.
Because we don’t see what you see.
AT CANON, WE SEE IMPOSSIBLE.
"Thank you for helping us achieve our production of 100 million EF lenses worldwide*! In recognition of your continued support and the creativity you bring to the captured image, we are offering some of our best EF lenses at new prices. Long Live Imagination."While Canon states that the price drops are in celebration of 100 million EF lenses, we suspect that the increasing US dollar to Yen exchange rate may have been a contributing factor to making lower prices possible from a business perspective. One USD increased in value from 96.59 Yen in Oct 2013 to roughly 105 Yen today. [Sean]
* Refers to EF Lenses, EF-S Lenses and Cinema Lenses produced worldwide from 1987 to First Half of 2014.
The new Canon initiative gives users access to inkjet print media that satisfies standards for the popular Canon A3+/13”-wide PIXMA PRO printer lineup: the PIXMA PRO-1, PIXMA PRO-10 and PIXMA PRO-100. Print media that meets these criteria will display the PIXMA PRO Partner mark.
Users will be able to purchase paper carrying the PIXMA PRO Partner mark with peace of mind, knowing that the product has been tested for use with the PIXMA PRO printer series. Accordingly, users will have an enhanced printing experience as they will not only be able to use Genuine Canon Paper, but also select from a variety of art and specialty print media according to individual print needs. To ensure optimal print results, the ICC profiles for paper offered through this initiative by other companies can be obtained on paper manufacturer and seller websites and elsewhere.
By combining Genuine Canon Paper along with paper from other companies that satisfies Canon standards, Canon provides users with an extensive selection of specialty print media to meet the diverse print needs of professional and advanced-amateur users.
B&H carries Canon PIXMA PRO inkjet printers.
Users have more control over their workflow with access to editing functions such as invert, mirror, and black and white point adjustments. Custom presets help users control the scanner and increase control over printer settings.
SmartWorks V3.5 Plus gives users the ability to scan and print multi-page PDF documents on the fly. This allows users to take multiple drawings or documents, scan them in using the M40 scanner and either save or print the set as one multi-page document. In addition to this added feature, users can now perform color corrections and automatically crop the borders on their files using the preview mode and large touch-screen monitor, to ensure that they will be obtaining the desired output. The Plus version also supports PDF/archiving functionality.
PosterArtist with a new low MSRP of $395, includes essential features customers need to easily create posters, signs and banners. To make sharing simple PosterArtist now offers the ability to save posters including custom images, clipart, and fonts, to a new file format. This complete file can be exported directly from PosterArtist to Canon's Direct Print & Share cloud portal software for sharing between users.
In addition, there are a host of independent software vendors that have made software available for use with these new imagePROGRAF printers. Cloud4MPS allows users to web enable compatible imagePROGRAF printers for Remote Device management, Status & Usage Readings, Consumable Management and more. Other companies include SA International, Technesis, Sepialine, EFI, Shiraz, Caldera, ColorGate, DEV Studio, SCP and PosterJET.
These new imagePROGRAF models are scheduled to be available on July 31, 2014 at manufacturer's suggested retail prices of $4,995 (iPF785), $4,495 (iPF780), $3,195 (iPF685), $2,495 (iPF680), $8,995 (iPF785 MFP M40), $8,495 (iPF780 MFP M40 and $395, for PosterArtist. And ($595) SmartWorks MFP Plus software.
B&H carries Canon imagePROGRAF large format pritners.
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