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| weekly, electronic music, academic, brand positioning, samuel l jackson, stranger, sales, privacy, new, middle aged persons, andrewmother fucking hutchins, director, | Kodak has a rich history and extensive brand equity around the idea of image processing, they can make the connection from past to present and take possession of the one key aspect of digital photography that is up for grabs on this simple concept. The jump from image processing to branding an image processor within a camera is a small and simple one, and like lenses, it can’t easily be quantified with kernel a simple number like megapixels. It’s the kind of fuzzy area where their brand can reign supreme. And finally they kernel need to abandon kernel the positioning strategy point of “simplicity”, of being our guide in the complicated world of digital photography. That day has come and gone and the public no longer sees this realm as complicated. |
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| There are basically three factors that determine digital image quality — megapixels, lens quality and the on-board image processor. Consumers first fixated on megapixels, an easy shorthand when shopping for a digital brand positioning camera. The equation became “how brand positioning many megapixels for how much money?” A terrifying equation for the high-end manufacturers, it is a battle easily won by the low-end producers. Keen to shift the conversation away from megapixels, Nikon and Sony responded by talking about lens quality, Nikon talking about Nikon manufactured lenses and Sony through a a co-branding effort touting brand positioning their “Carl Zeiss® Vario-Tessar® lens”. Kodak needs to partner with a legacy lens crafter to break even on this one, but it’s the third leg, the image processor, that they can leverage and own. |
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