Nikon: I AM Nikon
Principal authors: Louisa von Reumont and Julia Peuckert, Jung von Matt AGContributing authors: Birgitta Olson and Klaas Abreu Miedema, Nikon Europe BV; Sean Fellows, Nikon UK
Introduction
Nikon has a long history as a premium camera manufacturer and is strongly associated with professional photography. However, being perceived as "pro" alienates broader target groups, rather than being an attraction.
The challenges we faced were to raise awareness for Nikon, making the brand more approachable and a relevant player in the compact camera segment.
Background /The Situation
General Situation
For years, Nikon Europe has...