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Rashi Goel

How Canon used jargon to get serious photographers onboard

Describe a life event you want to remember- Canon ad
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Context: Canon pioneered DSLR cameras – a relatively new technology.

Strategy: Only early adopters buy new technology. So Canon targeted them single-mindedly.

Insight: Serious photographers look at life through camera lenses.

Bonus: Consumers who fancy themselves photographers feel left out and want to become part of the photographer tribe. (like how even non-athletes wear Nike.)

Describe a life event you want to remember- Canon ad

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