PDN - January 2012

LETTER FROM THE EDITOR

PHOTO DISTRICT NEWS
www.pdnonline.com
Volume XXXII Issue 1 January 2012

TO MAKE A BATCH OF SOUP, I CHOP MY vEGETABLES IN A food processor that belonged to my mother. When food processors were still new, she bought one made by the company that had introduced the devices to the U. S. market: Cuisinart.

Years later, when she decided to buy a bigger one, she had many more brands to choose from. I remember being surprised that her new model was made by Black & Decker, the same company that made most of my dad’s power tools, but there was a logic to it: If Black & Decker could make a rugged table saw that could slice a piece of oak, they could probably make a machine that chops celery, right? Today, Black & Decker’s successful move into the home appliance market is cited in business manuals and marketing workshops as an example of a well conceived brand extension. The success of Black & Decker food processors and vacuum cleaners is often contrasted with failed product launches that didn’t capitalize on consumers’ perception of the brand’s best qualities and ended up making the brand look dumb: Bic perfume, Heineken popcorn, Harley-Davidson cake decorating kits.

In this month’s issue on Careers and Self-Promotion, we interview agents, publicists, graphic designers and consultants who encourage photographers to think of themselves as brands. They urge photographers to approach their self-promotion as one piece of a strategic plan to meet the challenges all businesses face: building name recognition among customers, differentiating themselves from the competition, and leveraging their reputations and qualities while moving into new markets or specialties. Brand strategists not only advise photographers on how to market themselves, they begin by asking photographers what it is that they want to market—specifically, what sets them apart from other photographers.

Amidst stiff competition and budget-conscious clients, photographers are exploring new specialties, media and genres, with hopes of landing new clients and assignments. In other words, they’re launching brand extensions. It’s risky. Will you waste the loyalty you’ve gained from old customers, who know you for one kind of work, if you show them new images in a new style? Will your reputation as a still photographer diminish if you turn your time and energy to, say, shooting video? Will the new customers you are trying to reach think your new test shots are a bold creative exploration, or a commercial ploy?

Creatives and agents frequently advise photographers that they can show a diverse range of subject matter as long as their images demonstrate a consistent vision. I find this advice frustrating; “a consistent vision” is so hard to define. But the brand consultants interviewed this month give a pretty satisfying explanation. It starts by figuring out what you really love to shoot and why, and then photographing that, rather than what you think will sell. As designer Steve Liska explains, “With so many people out there, you need to stand for something.” Since you are your own brand, only your experience, taste and desires can differentiate you from the competition.

EDITOR HOLLY STUART HUGHES

Executive Editor David Walker

Senior Editor Conor Risch

Managing Editor Meghan Ahearn

Photo Editor Amber Terranova

Technology Specialist Dan Havlik

Creative Director Darren Ching

Art Director Frank Webster

Regular Contributors Edgar Allen Beem Kristina Feliciano, Jay Mallin, Eric Newman, Theano Nikitas

SENIOR VICE PRESIDENT, NIELSEN EXPOSITIONS

CHRISTOPHER MCCABE

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Circulation Lori Golczewski

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