Better product names will disrupt this sector.
Have you ever tried to buy a nice camera? Do you remember what it was like when you first tried?
I do. It was horrible.
As an industry, photography is painful to navigate. ‘SLR’, ‘dSLR’, ‘Mirrorless’, ‘APS-C’, ‘Rangefinder’, ‘Full-frame’. It’s full of names that don’t reveal meaning quickly. Beginners face a steep learning curve – and I bet most people quit right here.
The brands in this space don’t do much to help. They must hate the idea of new customers, otherwise their product and naming strategy wouldn’t be so confusing. Here’s an example from a few big players:
Canon 20D, 30D, 5D, 1DX, R5, EOS, Rebel.
Nikon D750, D3500, D2H
Sony A7, A7R, A7S, A9
FujiFilm X100S, XT-4, X-E4, GFX 50R.
Now. Be honest. If you weren’t already a bit into Photography, would you understand how these names work?
I think there’s an opportunity for a challenger brand here. A brand that values clarity and getting people into photography. Even without the world class products and reputation of the big players, better naming would mean better UX, a stronger brand, and more customers.
Maybe someone’s already thinking of starting this utopian kind of business. If so, here’s fodder to get you started – a fictional camera brand called ‘Massé’ with a restricted portfolio of products (we’ll save a discussion on foreign brand names for another time).
Cameras
Massé Compact (point and shoot)
Massé Pro (Interchangeable lenses)
Lenses
Massé Fore (18–55mm)
Massé Portrait (55–90mm)
Massé Tele (90–200mm)
Massé Eye (55mm Prime)
It isn’t just photography. Many consumer-facing technical industries are littered with complicated, non-meaningful names. Consumers here are desperate for clarity, which makes these industries ripe for taking over.
Help newcomers understand your products and services by using names that can be quickly grasped. Cut down your number of products if it makes it easier. In the end, good naming strategy will keep your customers happier, and your business flourishing.
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I’m a brand strategist with a focus on bringing brands clarity. If you’d like to use deeper, psychological insights to connect better to your audience, get in touch.
