Do you care — really care — about expressing your brand as best you can?
The people at Nikon really care. They recently reissued their famed SP 35mm camera from 1957, and it’s incredible the length they went to make this new offering look, feel, and even sound like the brand-defining original.
How incredible? Well, Nikon engineers used computers to create a sonic "fingerprint" of the original and then fine-tuned the materials of the new SP to make it sound exactly the same. For example, rather than using modern titanium for the focal plane shutter, they chose to employ rubberized silk — the way things were circa 1957. This is an expensive design decision, not to be taken lightly. Assembly lines for this kind of shutter are way more expensive to run because the fabric precludes a modular, streamlined production flow, and demands a very tricky fine tuning of each unit. By the way, this is not the sort of thing they teach you at Harvard Business School. Can you imagine standing up in your next marketing meeting and saying "We’re going to go with this production method from the Eisenhower decade because it’s the best thing for our brand. Oh, and it costs a bundle and isn’t technically advanced, either."? It would be tough for me, too.
But it’s absolutely the right choice, because it makes the new SP sound right, and that’s worth everything here. Sound really does matter. How far would you go to make your brand sound the way it needs to sound?
thanks to Valentin Sama for the reference