PENTAX Brand Identity, ''BE INTERESTING™''

[istDeS]

Taken from www.businesswire.com....


November 17, 2008 09:00 AM Eastern Time

New Integrated Campaign Positions PENTAX Brand Identity, ''BE INTERESTING™''

SANTA MONICA, Calif.--(BUSINESS WIRE)--An integrated national rebranding campaign for PENTAX launches Nov. 14 on www.pentaximaging.com. The strategy, developed by RPA, a leading independent advertising agency on the West Coast, communicates PENTAX’s invigorated brand positioning—“independent spirits who see the world through a different lens.”

Research revealed that the target audience, photo enthusiasts under 40 who consider themselves advanced amateurs, relies heavily on the Internet to evaluate and shop for cameras and related products—58 percent of consumers said they would choose the Internet if they had to choose just one method to research their consumer electronics purchase (source: Nielsen Online as cited in press release, July 22, 2008).

“To compete in the crowded camera marketplace, it was critical that we understand how our customers depend on the Internet,” said Ned Bunnell, President of PENTAX Imaging Company. “We leveraged our key findings to elevate and revitalize the brand’s digital presence.”

The campaign’s creative look and feel simplifies the brand’s new positioning to “BE INTERESTING.” The tagline has changed the face of all PENTAX communications, including brochures, packaging and internal communications. Throughout the digital creative, simple, thought-provoking reminders challenge and encourage the independent spirit; those thoughts are married with bold, iconic images of PENTAX products.

“The ‘BE INTERESTING’ direction came from a deep consumer insight we gained while getting to know the PENTAX brand and their loyalists. PENTAX users, and people who are naturally drawn to the brand, truly are independent spirits. They don’t follow. They decidedly beat their own drum. The campaign’s idea is to celebrate that independent spirit. And tie that spirit directly into PENTAX products,” said Jim Real, Associate Creative Director/Copy at RPA.

[istDeS]

This is cool....

Quote: PENTAX users, and people who are naturally drawn to the brand, truly are independent spirits. They don’t follow. They decidedly beat their own drum.

[fengwei]

Thanks for sharing this interesting finding I like the independent spirits part too.

[night86mare]

Originally Posted by istDeS This is cool....

[P3ntx]

Finially Pentaxian days are no more "silence of the Lamb", imprisoned brand as friend had described.

[hjbyeo]

How did your friends arrive at "Silence of the Lambs"?? Good read, Desmond.

[felixcat8888]

Maybe because Pentax SG does not advertise like C & N?? We are "Special" We do not follow blindly WE are PENTAX hehe

[nameless1]

this sound cool.

should change the "The official Digital Camera of the Internet" Pentax's Discussions title to ''Pentax - BE INTERESTING™'' ?

[Baracus]

The "indie cred" was what made me convert to Pentax in the first place. Well, that and their prime line-up + SR + weather sealing.

[fengwei]

Originally Posted by nameless1 this sound cool. should change the "The official Digital Camera of the Internet" Pentax's Discussions title to ''Pentax - BE INTERESTING™'' ?

BE INTERESTING is probably the tagline for Pentax campaign in the US. This might not apply to the rest of the world. Unless Pentax think it's the right motto ...

[le petit prince]

Originally Posted by fengwei BE INTERESTING is probably the tagline for Pentax campaign in the US. This might not apply to the rest of the world. Unless Pentax think it's the right motto ...

Love it! Be interesting! We are!

It's a lot better than "Official digital..." - How did that come about, by the way? Speaking as a copywriter, it is a terrible tagline.

[billitone]

...actually, "Be Rich" is more appropriate as Petnax is feature-rich and those FA lenses are infamously expensive

[le petit prince]

Originally Posted by billitone ...actually, "Be Rich" is more appropriate as Petnax is feature-rich and those FA lenses are infamously expensive

Mmm. Any more expensive than Nikon, Canon or Oly or Sony's premier lenses? I was shocked when I found out the prices of Nikon's better zooms.. 2k+!

Pentax's equivalent such as the f2.8 16-50 and 50-135 are much cheaper, I believe.

[istDeS]

Originally Posted by le petit prince Love it! Be interesting! We are! It's a lot better than "Official digital..." - How did that come about, by the way? Speaking as a copywriter, it is a terrible tagline.

Agreed with Fengwei.

How "The Official Digital Camera of the Internet" came about? It is the tagline Pentax US launched back in 2004.

[fengwei]

Originally Posted by billitone ...actually, "Be Rich" is more appropriate as Petnax is feature-rich and those FA lenses are infamously expensive

FA star lenses are expensive because they are no longer in production. All those in production Pentax lenses are very well priced I think, except probably local prices for the DA*200 and DA*300 ...

[le petit prince]

Originally Posted by istDeS Agreed with Fengwei. How "The Official Digital Camera of the Internet" came about? It is the tagline Pentax US launched back in 2004.

Ah. As you said, it was launched by Pentax US in 2004.. so we adopted it here.

.. and now Pentax US is changing it to "Be interesting", so we also can adopt here? :P

I hope it's worldwide this time though; it sure makes for a catchy tag!

[Vulpix0r]

Originally Posted by fengwei BE INTERESTING is probably the tagline for Pentax campaign in the US. This might not apply to the rest of the world. Unless Pentax think it's the right motto ...

Fengwei, can you request to the admins to change our tagline to Be Interesting?

[fengwei]

Originally Posted by Vulpix0r Fengwei, can you request to the admins to change our tagline to Be Interesting?

Let me ask them and see how ...

[nameless1]

now Pentax tagline is "Be Interesting"
will kept this "Be Interesting" in mind when I'm shooting.

[fengwei]

Originally Posted by nameless1 now Pentax tagline is "Be Interesting" will kept this "Be Interesting" in mind when I'm shooting.

Yeah, thanks to the Admin's help. Now we got a new tagline: BE INTERESTING