livebooks blog

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 »

©Jeffrey Thayer

I arrived at JFK Sunday afternoon, got dropped off at my hotel, and went out to meet with some friends who were in charge of my nightlife while I was in the city. Six in the morning the next day my alarms went off and I looked over my list of things to do.

It wasn’t the best week to get meetings with everyone I wanted — blame it on Fashion Week — but I got some. I was familiar with the first two publications I was to meet with, so I hopped on the train and headed downtown with my portfolio and leave-behinds in hand.

The meetings were short and good. I was able to discuss the publications’ visions and to show where mine could complement it. They both enjoyed my work and, the greatest compliment, said that some of my images “are such (insert magazine title here) shots.”

I was close by some other people I wanted to meet with but could never get on the phone, so I called everyone in the photo department until I got a human voice. I explained what I was doing, “in the city to meet with some reps and other creatives,” and asked if they had time to meet. Most didn’t but wanted a copy of my mini-book. So I dropped them off at different offices this until my feet were angry with me.

5:30 headed back to my room to shower and get ready for a little party. 1 a.m. back at the hotel to review tomorrow’s to-do list and a little sleep. Tuesday got up bright and early again, re-reviewed my list, and hit the street.

Portfolios, mini-books, and camera can get pretty heavy, but luckily the city functions at the same fast pace as I do and it fueled me on. That day I had meetings with a couple reps to get some insight on what more I could do. They looked through my book, gave me some great ideas, and told me some things that are always hard for me to believe: “Your work is strong, you have a good eye,” things like that.  I get bored with my images and I’m always super critical of myself but I think that is what keeps you progressing and growing.

©Jeffrey Thayer

Next I got to spend some time with Gray Scott, a great fashion photographer who creates amazing fine-art and conceptual fashion stories. We talked about all sorts of things: photography, what inspires us as artists, the relationship between recent vampire mania and the economic climate. Even though our styles are very different, the driving force behind why we create is similar. It always makes me feel good to meet someone who I see as passionate and inspired, as I hope people see me.  Thank you again, Gray, it was truly a pleasure.

Then I wanted to take a little break so I left my book back at the hotel and went out to see what I could see, to shoot a little, and to drop off some minis for more people who simply couldn’t meet up. Life felt good sans the couple extra pounds.

Wednesday I met with another rep that pointed me in the direction of a freelance editor I should meet because she works with a lot of people. All the reps I met and spoke with were great and helped me immensely — one even said she would pick me up in a heartbeat if I was living in NYC.

Hit the phone a little more. Met with another editor and we chatted and had fun. The general consensus from everyone I got face time with was that I have the right attitude, some definite talent, and they could work with me.

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