livebooks blog

One of the best parts of my job is hanging out and talking with photographers — about photography, but also about the shifting media landscape, companies that are trying cool new things, technology that makes our life more efficient yet more complicated, and, of course, art of all kinds that inspires us.

That’s what I was doing yesterday (Sunday) in Union Square Park near our liveBooks office in San Francisco. If you don’t know Mark, check out his popular site, blog, and Facebook and Twitter streams. If you do know Mark, you’re probably not surprised that he asked to do a quick iPhone video while we were talking. I thought I should Flip video him at the same time — hope you enjoy the result as much as we did.

After that we headed to the office to talk some more and Mark made a video of me talking about RESOLVE a little more in depth. At lunch we were discussing how hard (but necessary) it is for photographers to stop focusing solely on the value of their images — today much more value is placed on education, audience engagement, and especially storytelling, as Mark explained and I asked him to rehash for the Flip.

Mark and I had not met before yesterday, so it was a pleasure to find out he is just as kind, helpful, and well-informed as his online presence suggests.

I also hung out with two innovators I’ve known for a bit longer on Saturday: David Alan Harvey, who has very exciting things in store for burn, his online photography magazine; and Phil Toledano, who I was ecstatic to hear has found a publisher for his Days With My Father project. Finally, here are few of the funner things Mark and I chatted about:

• The Photographer: A graphic novel that tells the story of photojournalist Didier Lefévre entering Afghanistan in 1986 and incorporating hundreds of his black-and-white photographs from the trip.
• Closer: Elinor Carucci’s stunning book, which was recently re-released (and happens to be sitting in my cubicle.)
• Thousand Journals: A project that sent 1,000 blank journals out into the world, asking people to add to them and then pass them along. They are tracked at this website.
• Time Code: A 2000 film directed by Mike Figgis that consists of four simultaneous movies played in a grid.
• Radio Lab – Moments: An attempt by WNYC’s brilliant science-based radio show to visually capture the idea of a “moment.“

Gene Higa is a destination wedding photographer based in San Francisco, but he’s got great tips for all kinds of photographers. In today’s Tip of the Week, Gene reminds photographers how important it is to meet new people and that helping others always pays off in the long run.

“How do you get someone’s attention and keep it?”

Photographer Chase Jarvis, a long-time proponent of iPhone photography, this week announced the launch of his iPhone application, Best Camera. The simple, elegant photo editing app also allows you to share images to Facebook and Twitter, as well as TheBestCamera.com, the app’s new community photo sharing site. A master of cross promotion, Chase has also simultaneously released a new book of his iPhone photos, The Best Camera Is The One That’s With You.

In a bizarre twist on the celebrity-photographer love-hate paradigm, PDN reports that Agence France Presse staffer Yuri Cortez and freelancer Rolando Aviles are bringing a suite against Tom Brady and his supermodel wife Gisele Bundchen for an incident where their bodyguards demanded the photographers’ memory cards and then shot at them when they refused to comply and fled in their SUV.

We were excited to see the name of Istanbul-based photojournalist Lynsey Addario on the list of the 24 new MacArthur Fellows for 2009 announced this week. Each of recipient of the “genius award” will receive $500,000 in “no strings attached” support over the next five years.

Photographer and film director Richard Patterson released a new stop-motion music video for Iranian rock band Hypernova this week, which was created out of about 16,000 still photographs made with the Canon 1D Mark III and the new Profoto Pro-8 Air. Since releasing, along with a behind-the-scenes making-of video, it’s been viewed almost 40,000 times.

With the rapid change happening in the photography industry, we photographers are becoming part of a much larger, more competitive, more sophisticated global economy. Potential clients now have access to innumerable choices, and any photographer is now just one option in an overwhelming smorgasbord of photographic options. To compete in this economy, photographers need to have a new skill set that includes the ability to define, express, and manage their brand.

Why does everyone want this camera? The Hasselblad brand makes a promise - and keeps it.

A well defined brand strategy can improve your profits, your reputation, and the likelihood you’ll be considered for future jobs. It may even effect whether your business succeeds or fails.

But I’m not here to convince you that you need a brand strategy, nor to tell you what it should be (I’ll discuss those another day). Rather, I want to take a step back and help you understand what a brand is. Unless you understand that, it will be difficult to ever build the most effective brand possible.

If we asked most people what a brand is, their answers would likely be tangible things like logos (the Nike swoosh) or colours (the red of a coke can) or words (BMW’s “The Ultimate Driving Machine”). Likewise, when people set out to build their brand, they usually focus on the same tangible things. “I need a brand” translates to “I need to build a ‘look’ or ‘style.'” While these are important elements or expressions of a brand, they are not the brand itself.

So what is a brand? A brand is a promise. It is whatever people think, feel, trust, and believe you, your business, or your product will give them if they buy from you. It exists inside people’s minds, out of your reach — yet it’s a big part of why they buy from you.

Logos, colours, fonts and words are simply how you try to convey your brand’s promise to people. Thus a “brand” is a promise and “branding” is all the tangible things you use to express that.

Confused? Let me give you an example. If you mention the name “Hasselblad” to photographers and ask them to describe the brand in a single word, you’ll get similar responses: expensive, quality, icon, fashionable, professional, reliable. Many photographers will express a deep desire to own one. That’s the sign of a great brand. But this deep desire to own a Hasselblad, and the positive way photographers describe the brand, does not come from a logo, website, or colour. It comes from a brand promise, which many photographers believe and which Hasselblad has spent decades cultivating.

What has helped make the Hasselblad brand so strong and effective? For starters, Hasselblad has clearly defined the promise it makes to customers. What’s more, it is a promise they make sure they keep. It is based on a truth about who Hasselblad is and what its customers need. More »