Article: Canon on re-framing the business to avoid further smartphone disruption

An interesting article on the inner workings of Canon marketing and why they do so well.   Not satisfied with the gains of last year, they went out to continually rebrand Canon and focus on making the story better suited for today's audiences.

I found this an interesting article because everyone says Canon marketing is so good, but no one ever really gets into the dirty details to why.

From the article;

Canon saw a five percentage point increase in brand preference according to TNS brand tracking after the campaign launched. And that was against a wider competitive set that included not just its traditional rivals such as Nikon and Sony but smartphones as well.

Read the entire article here..

• Marketing Week