The digital revolution is truly a revolution. The old paradigm of film has fallen and taken the film giants with it.
According to Branding Strategy Insider much of this has to do with companies believing their brands are more powerful than the category in which they sit. Kodak’s brand was associated with film, and even though they pioneered the digital photography world we live in, they are still a film brand, and in my mind secondarily a print brand, and we know how the print world is going. In the article Category First. Brand Second. they compare categories to icebergs, you can’t tell how much is left below the surface, or when yours is going to melt. If your iceberg melts the brand is not going to life raft you to the next berg.
As photographers we grow and evolve, last year we were pushing maternity, and this year we have gone retro with boudoir, but does our maternity branded business work for us when we start trying to book boudoir? (naked is naked, right?) Not to imply that a photographer can only do one type of photography, calm down, but the brand you have built might not work all that well, if you are pursuing a completely different market category.
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