Canon on reframing the business to avoid further smartphone disruption

It is almost exactly a year since Canon relaunched its brand with the aim of making it “accessible” to a wider group of customers. The shift was predicated on a realisation that the organisation needed to move from being product-centric to more customer-centric, focusing more on how its cameras and printers meet consumers’ needs rather than shouting about the latest specs.
The most obvious sign of this was a TV ad (see above), ‘Live for the story’ created by VCCP, t