Marketing is not a four letter word

I was pointed to a recent interview in DPReview of a senior FujiFilm manager.
I’ve written elsewhere about similarities between Apple and Fuji in their thoughtfulness of design.
The DPReview interview, by contrast, highlights a major difference in approach: Apple is notoriously tight-lipped about its design pipeline; Fuji, by comparison, has been very open, giving public access to some of its senior staff, bringing photographers to Japan to participate in their Kaizen process and, if the amount and precision of rumors leading up to the X-E2 and X-T1 are any indication, by orchestrating a very efficient viral marketing campaign.

I wasn’t paying attention in the 90’s, when Steve Jobs resurrected Apple, but I’d wager it was never similarly open: it seems too much of a cultural transformation to where it is now – the external secrecy it cherishes can only work with a healthy dose of internal paranoia. This in itself is good news to me: it means there is more than one path to thoughtful products. Hopefully it means that Apple and Fuji are not one-of-a-kind wonders but heralds of a trend.

A good example of Fuji’s openness, in the DPReview talk, is Iida-san’s discussion of continuing internal dissensions over providing firmware updates to discontinued models such as the X-E1 and X100. I can’t imagine that this was not a carefully thought out marketing point, just like the casual mention of film-era engineers guiding the Image Processing teams. And, because we’ve been conditioned to reject marketing, equating it to crass, vulgar, lowest-common-denominator advertising, there is some backlash to Fuji’s growing presence 1 in social media and in photography circles 2.
But I’m reminded here, as in design, that marketing can be a thoughtful process. Fuji is trying to sell us its cameras and to ensure its long term survival. It is doing so not by showing us half-naked women taking impossible pictures, but by engaging us in a conversation about where they want to go.
I actually quite enjoy being treated like an adult.


  1. trolling some of the better known photographers like Zack Arias and David Hobby for their vocal support of Fuji seems to be the flavor of the month. 
  2. I haven’t read anyone mention “cult” yet, but give it a few months. 

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