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Viewpoint: Anthony Porter

Video Information

So much for brand loyalty.


Commentary by Anthony Peyton Porter


What happens when a famous camera manufacturer loses sight of what's important to its customers. Anthony tells his story.




Marketing vs. Product Failures

Don't be too hasty, Anthony! It seems to me that you, as is your right as a customer, are being a bit petulant. Even so, there has been a failure on the part of "your" camera company. But, before you act, I would suggest that you consider the nature of this failure and whether you are biting off your nose to spite your face.

Is it possible that the camera you bought was simply the wrong model for someone like you? It sounds to me, from the confessedly few facts you provide, that you may have bought a camera designed for my wife -- someone with little experience, who needs lots of "suggestions" and pre-settings. If so, the camera company should have made that target market plain to you. If this is the case, the failure was not in building a product that didn't meet the customers' needs and expecatations but, rather, a marketing failure.

Perhaps you can find a camera that is built just for you. It's probably worth seeking it out. And if you find it, it's probably worth telling the company about your disappointment with their untargeted marketing of the first camera you bought.

John Gunkler

Viewpoint: Anthony Porter

Very good report. It's a darn shame that companies lose track of their original goals and switch to gimmicks. They will eventually see the error of their ways when their sales drop and complaints rise. It leaves "us" the consumers with nothing more to do but change brands as you did Anthony.

Happens More Than It Should

Thanks Anthony, for your lucid and well spoken viewpoint. Unfortunately this happens more than it should in all sorts of services and industries.

Companies should actively seek consumer wants and needs for their products and services. The translation between what the consumer wants and needs and the actual product or service quality characteristics is an area where the Quality Function Deployment (QFD) tools can help a great deal.

Assuming they were interested in doing so, if the brand you felt great loyalty to had identified the wants and needs of the market segment you belong to (for example, "I want my camera to accept the settings I choose and not second guess me.") they could have used QFD techniques to help increase the likelyhood that you would be satisfied with a particular model or models targeted at users with your similar wants, needs, and skill level.

Mike La Dolcetta