At the center of this success story was the profound discovery and then deep understanding of FUJIFILM’s core consumers. We helped identify, define and label what FUJIFILM called its Life Enthusiasts™. This is a breed of consumers, uniquely characterized by their innate desire to capture every moment in pictures. The mission was to build a new brand image and positioning for FUJIFILM digital cameras that spoke directly to this core group. It all started with crafting a powerful brand promise for FUJIFILM – Every Picture Matters™. This beautiful, succinct and consumer-friendly statement says it all. It has meaning on multiple levels. While it frames FUJIFILM’s digital camera brand, it also allows consumers to define their own meaning of why Every Picture Matters™ to them. We wanted everyone to know that FUJIFILM was in the digital camera business with a purpose. With the establishment of the rejuvenated brand promise, the brand's foundation was set.
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