Repositioning an Original
Introduction:
- Fujifilm is the market leader for silver halide colour
paper (photographic paper) and intended to activate the appeal of its products
and to develop an high profiling brand image next to digital print products.
The Challenge:
- Silver halide colour paper is a technical high end product which
needed more emotional touch with wow effect.
- More appealing information in the B2B segment and to pull
B2C peer groups to focus on photographic paper.
- Roll-out for the entire european countries focussing on the top 8 markets
With 8 different languages like UK, France, Germany, Italy, Spain, Portugal,
Turkey and Russian.
- Repositioning in the global market
Winning new target groups within the B2C sector
Marketing sales support for Fujifilm partners and clients
Solution:
- Creating an entire world for Fujifilm Original photo paper
Communication brand strategy for B2B and B2C.
- Brand development including brand naming and trademark design.
- Launch of the "Original Photo Paper" website for Europe
- Fujifilm North- and South America followed the brand design roll out
in their markets
- www.makeanoriginal.com
