In the scramble to appeal to a new breed of photographer, the PENTAX brand had become diffuse. Unfocused. Inconsistent. Even contradictory. A segment of the market still had fond memories of the little grassroots camera company, but few people considered them a viable option in today’s digital world.
But like most brands in need of transformation, the essence of PENTAX had not changed. The things that were true about the company 30 years ago were still true today. In fact, part of the reason that PENTAX was slow to react to changing technology was because it wanted to get digital right—to create digital cameras that retained the soul of their beloved film cameras.
Our task was to make those truths relevant again.
We did this by reestablishing what it meant to be a Pentaxian. We made bold, philosophical statements about photography. We let people know that for all the great advances in technology, the essence of the art form hadn’t changed.
Not one bit. We reminded people that cameras don’t take pictures, photographers do. And that any camera company that doesn’t understand that is never going to get the camera right. We pointed out that people who have a genuine love for photography deserve to have tools designed by a company that shares their passion—that has always shared that passion.
And we let them know that the revolution in photography that the K1000 had started was alive and well.
In short, we made PENTAX PENTAX again.
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