Photographs, Photographers and Photography

....where my mouth is.

I have written quite a bit about the imminent demise of film in these columns. Now is the time of reckoning, where I make the move from my point-and-shoot-one-second-shutter-lag-digital to the real thing. My drivers are medium format quality without the bulk, full frame digital sensor, no shutter lag and the convenience of not having to process and scan film, in that order.

Let’s face it, if you want a full frame 35mm digital camera your choices are not great. Until a while back there were two from Kodak and one from Canon, all very expensive. Kodak, being the second worst run American company, just discontinued theirs, of course. That leaves only Canon, with a $7,000 very costly and very bulky offering. I cannot remember the model designation but it’s something like ‘2006 Model 15B we-just-upgraded-it-twice-this-month mega-digital something or other’.

Then, late last year, Canon capitalized on its lead with larger light sensors and released the EOS 5D for some $3,000. Now it may well be free with any purchase of two boxes of Corn Flakes two years hence, given the rate of depreciation of these digital wonders, but Canon’s exclusive offering makes it look positively cheap compared with the professional model. The smart people at the company priced it right - expensive enough that you can console yourself that it is a ‘professional’ camera, whatever that means, but cheap enough to attract a host of keen amateurs. Like me.

So I waited a while to let the initial bugs get sorted out, meanwhile pondering whether the sale of my medium format equipment should proceed immediately, given that film is unlikely to be available in this format for much longer. The value of this gear is important to me as I propose to make this whole change a zero cost affair. Enough with net equipment spending!

Now I’m a photographer and an American. That says when I list things on eBay I support the listings with the very best pictures, knowing that a good picture really is worth a thousand dollars. Forget words. Not American. So I spend the best part of a day with the Novatron studio flash, umbrellas, backdrops, you name it, and take revealing, detailed pictures of my wares. All on my little Olympus 5mp digital, the one with the one second shutter lag. All of this culminates in no fewer than eighteen listings on Fraud Central, excuse me eBay, the ultimate destination for sellers. Only America could conceive of a multi-billion dollar business where you can lie about your wares and be pretty much assured of free passage. Why so many auctions? Because history proves that you make more from breaking up sales into small parts. The ‘outfit for sale’ thing reduces your market and selling price.

Well, pretty much everything sold for top dollar and the household is now replete with packing boxes containing fine Rollei and Mamiya medium format equipment. It’s good to know that these superb tools are going to good homes and that UPS will make some money. I have $6,000 in the bank and B&H Photo Video in New York has a $6,000 order. And yes, that’s another $435 in sales taxes not paid to the thieves in Sacramento.

The first claim on these funds is my wife’s. I have long known that if you are to buy yourself a toy, budget 25-33% more than you plan to spend. That’s the cost of a face-saving gift for the wife and keeps things humming along smoothly on the marital front. Better still, one more divorce lawyer goes out of business for a modest cost increase to me. That is value for money. So my better half gets the cripple-framed Canon EOS Digital Rebel (what a dumb name) with a nice, if costly, Canon EF-S 17-85mm IS lens (I have been warned that the standard kit lens is made of cheese) and yours truly gets the EOS 5D with the 24-105mm IS pro quality lens. And in case you still think this is money poorly spent, just take one look at the object of my affections and you will know otherwise:



The next time you will be reading this I should have the camera in my hands and a few shots to show for it.

So why the insistence on full frame and why not a Leica? First, I like my wide angle lenses to be wide angle. A 21mm which becomes a 35mm on any one of a number of digital SLRs out there is senseless. Secondly, I like differential focus. That 90mm on full frame is 55mm on crippled frame. Suddenly your portrait lens has added one stop’s worth depth of field. After over 40 years with 35mm, I know how the depth of field feels with all my lenses. I do not propose to relearn that. So that ends the full frame vs. crippled frame debate. Finally, I want medium format quality and basic physics tells me that’s easier to do with a large original (or sensor) than with a small one.

And what happened to waiting for Leica? Nothing would make me happier than simply moving all my superb Leica glass from the M2 and M3 rangefinders to a digital M. Well, I concluded a while back that the lack of entrepreneurial vision and capital at Leica means we will not see a digital M for many years and even then you would be paying $6,000+ for a crippled frame sensor. Sure, the excuses everyone makes against full frame sensors with wide angle lenses that place the rear element too close to the ‘film’ are well known. We are told by these Luddites that the light rays strike the sensor at too acute an angle, causing definition problems. The solution is simple, but it takes some genius at Canon to implement it. Cameras can electronically sense focal length - that’s why you can see the exact focal length at which you took a picture displayed in the EXIF metadata stored with your digital snap. So when the focal length gets short, have a small vacuum device bow the sensor backwards, thus flexing the edges to a perpendicular angle to incoming peripheral light rays. Hard you say? Is not Canon the company that gave us lens gyroscopes (Image Stabilization), eye controlled focus (the camera focuses where your eyeball is pointed), full frame sensors, lenses with diffraction gratings to cut bulk, and on and on? And vacuum backs intended to keep the film flat are as old as the earth. Well, what’s called for here is a vacuum back that distorts the film. And let me tell you, there is no way on earth that Leica has the capital or the distribution to develop and market that.

Now I’m not about to sell all my Leica gear. First, it is not dependent on the continued existence of film to retain its value, unlike all that medium format gear I just sold. There are any number of Leica equipment fetishists out there, many in a newly recovering Japanese economy, that value retention is simply not an issue. Second, I still enjoy using the M rangefinders and can see that continuing for a while at least. Third, maybe Voigtlander/Cosina will come out with a full frame version of their Epson RD-1. In which case the Leica bodies will move on to pay for the new digital body and those phenomenal lenses will get another lease on life. So it’s premature to sell this gear.

In the meanwhile, with the goal of learning a complex piece of new equipment and making it work for me, I have loaned my M2 and 35mm Aspherical Summicron to a friend for a year. That should focus the mind wonderfully. Mine and hers! And yes, I still have the M3 if I need a quick fix.

Three great films about photography

Hollywood, for the most part, has not served still photographers well and there is little of note when it comes to portraying the profession. By the way, have you ever wondered why we refer to photography and prostitution as professions, when either can be practiced with a bare minimum of education? These are trades, not professions, though each doubtless includes some real artists in its ranks.

However, three films come to mind which not only do photography justice, but are also shining examples of great film making within their respective genres of comedy, drama and musical.

First comedy. John Waters’s ‘Pecker’ (1998) is, well, a typical John Waters movie. Something to offend everyone and hilariously funny for all but the thinnest skinned. This comedy portrays a teenager who is accidentally vaulted to stardom for his snapshots and somehow manages to survive the experience. No great substance here, but an absolute hoot to watch. Filmed, of course in Baltimore, which is the director’s home town.



Next drama, and here we are talking of a very great film indeed, made by the splendidly named Michelangelo Antonioni - a name to conjure with. ‘Blow Up’, dating from 1966 and purportedly modeled on the working-class-photographer-who-made-it-big David Bailey, the anti-hero, played expertly by David Hemmings, thinks he has photographed a body in a public park. Or has he? Full of mystery and great acting, filmed in a 1960s London largely devoid of people, the film has a haunted air. It’s a fascinating piece of history that bears repeated viewing and denies the audience simple solutions or a nice ending.



But I have saved the best for last. A delightful confection with Fred Astaire and Audrey Hepburn. ‘Funny Face’ was made by Stanley Donen in 1957, which seems a long time ago. Add the wonderful Kay Thompson and you have a prescription for champagne. French champagne (is there any other kind?) as the whole thing largely takes place in that most beautiful of cities, Paris. Mercifully, Parisians take up negligible screen time.

Fashion magazine photographer Astaire, modeled on Richard Avedon who advised on the movie, is invariably draped with Rolleiflexes, though almost all the pictures he takes are made on a huge field camera. Even the action shots. Not that hard to believe when you realize the shutter lag on this monster is far less than that on most modern digital wonders.

Kay Thompson’s opening number, ‘Think Pink’ is simply a show stopper. Diana Vreeland at Vogue was never this much fun.

And, of course Audrey Hepburn. Like her or hate her.

Astaire being Astaire manages to dance and sing between photo opportunities and Hepburn almost keeps up with him.

Let’s see, what else?

Well, did I mention the Givenchy gowns? Or George Gershwin’s music?



Should you ever get jaded with the process of taking pictures, just pull out this movie and watch the sequence in Paris where Astaire snaps Hepburn in a variety of posed settings, each snap appearing immediately on the screen once taken. When the cape swirls about her head and she squeals “Take the picture. Take the picture.” you are reminded of the sheer joy and excitement of photography. Just like the time that first black and white print appeared in the developer tray in your darkroom.

Impossible to think that any self respecting photographer would not have this magnificent movie on a shelf at home.

Don’t emulate the Poles in 1939

I can claim some authority in writing about the ostrich-like behavior of my noble Polish ancestors in 1939. You see, my ancestry goes back for more centuries than I care to admit in that most conquered, yet most proud, of nations. When I was growing up, I looked around, and once old enough to appreciate these things, I realized we were poor. Why so?

That was in London. Back in 1939 when the Stukas threatened and the Panzers loomed and the Polish army prepared to charge on horseback, my parents placed all their valuables in a safe in Warsaw. You might well question this asset diversification strategy when the most powerful, aggressive nation known to man was massing on Poland’s borders. I hold no rancor for my parents’ behavior. Hindsight tends to be perfect and if I could only get the Wall Street Journal a day or two early, place just a couple of hot trades, I would be writing this from my Gulfstream private jet. It happened. Get over it.

My parents, of course, were in deep denial. After all, how do you move 15,000 acres of some of the most beautiful land man has seen? Deep denial. Like modern users of film.

To get in the mood for this piece, I thought I would turn on an LP, for old times’ sake. They do sound good, we all know that. If you can disregard the scratches, the click and pops, the cleaning ritual and on and on. So I pulled an old Louis Armstrong number out and it’s playing as I write. There on the inner sleeve, forgotten, was a lovely note from my dear departed mother to herself. She wrote ‘od Tomeczka’, meaning it was from me. I had given her this LP on December 7, 1985.



So what has all this to do with photography?

Well, that little note on the inner sleeve of the 20 year old LP speaks to obsolescence every bit as much as film speaks to the sea change in photography. Like Proust’s madeleine dipped in tea, it brought thoughts of the need for change flooding back to my brain.

Like most of us, I have been forced to change. LPs gave way to CDs. CDs eventually moved to the iPod, 300 discs in the space of a shirt pocket, fidelity uncompromised. The cathode ray tube gave way to the flat screen. VHS tapes moved on as DVDs came in. They must be due for obsolescence any time soon. How else are the electronics manufacturers going to stay alive?

And, like the aggressive German masses congregated on the border of my parents’ estate in September, 1939, that change is now rolling over the serious photographic world faster than we can begin to realize.

It started with the mass consumer. Easy prey for innovation, digital cameras were sprung on him seemingly overnight and, even if he still struggles to get the picture while squinting at the barely visible screen in broad daylight, the digital camera has become as de rigeur as the SUV. A staple of American life, meaning the rest of the world will follow in short order.

The professional press photographer got the idea three or four years ago when up-market SLRs started sporting acceptable definition and the city desk editor wanted to beat the competition with the latest picture of the celebrity of the day behaving badly. The studio and wedding professionals followed suit and Apple recently jumped on the bandwagon with software aimed solely at enhancing digital workflow with RAW files. It’s called Aperture. Some one third of the content in the leading Macintosh monthly, Macworld, is now dedicated to digital capture. Capture. That’s hip talk, I have learned, for snapping pictures.

The Art Photography set, however, held out, clutching their platinum prints to their troubled chests. Nothing can equal the quality of a darkroom print. Deep denial.

One second - I have to attend to my 80 year old technology and flip the LP after all of 20 minutes of playing time.

Well, I think the Art Photography set, while not wanting to admit it, is getting the idea. The last ball to fall.

I subscribe to a couple of top quality photo magazines. Strictly minority material. LensWork and View Camera. They showcase fine work and offer a good reading of the pulse of the market.



LensWork has a very high opinion of itself, right down to its small size masquerading as Art. The magazine has very high production values. Printing is fabulous (as it should be for so small a format), writing is excellent, the whole thing reeks of quality. Until a couple of issues ago they refused to accept ink jet prints for publication! Suddenly, seemingly 50% of their content is all digital - camera and print - and the equipment, which they invariably mention, is pretty much at the consumer end of the spectrum, meaning mid-range SLRs and the like. Nothing like market forces. Needless to add, content is strictly monochrome. They say it’s for aesthetic reasons, which means they cannot afford color with their miniscule print run. No matter. It’s a fine magazine whose content always makes you think. It’s going digital fast.

View Camera, on the other hand must have either some of the most dyslexic, or most stoned, proof readers in the world. It reminds me of that old leftie standby of English newspapers, The Guardian, known to one and all as The Grauniad. Beloved reading of faded academics in tired tweeds who think fondly of Stalin as a great liberator. An issue of either VC or TG without typos is like a US Congress without crooks. But once you get past this slovenliness, you find a fine magazine with a balanced mix of the photographic and the technical. I just received the current issue and what do I find? Articles on digital backs for 4”x5” cameras! Reminiscent , it is true, of Lord Chesterfield’s thoughts on sex - “The pleasure, momentary. One’s position, ridiculous. And the cost .... damnable.” Now you not only have to lug the camera, lenses and tripod, you need a laptop computer, back-up hard disks, cables and a very, very costly digital back. We are talking the cost of a new car here. Of course you save the weight of all those film holders. Great. And if you use a scanning back every picture takes many minutes to expose. Go on line to one of the advertisers selling scanning digital backs and you find a comparison of full frame 35mm digital (meaning Canon) with scanning 4”x5” backs. Now is that defensive or what?

Another article in Veer Pamela, sorry, View Camera, speaks to ULF. That’s Ultra Large Format to the ignorant, meaning people silly or strong enough to lug around 8”x10” cameras so they can make contact prints from the negatives, allowing them to be printed smaller than actual size in photography magazines. No, I’m not kidding. These poor photographers pool their meagre resources (all that’s left after their chiropractors’ fees) to convince Kodak, Ilford et al to make just one more batch of 8”x10” or 16”x20” film. Please. Humor us. Just one more time. The fact that Kodak and Ilford even bother confirms that they both deserve to go out of business. You want to own stock in a company engaging in this sort of trivial pursuit?

Denial. My parents were graduates of the art. These fellows are post-grads. The only difference is they are not risking their lives.

Aargh! The needle on that LP is stuck again, right in the middle of Basin Street Blues.

Visit twenty new photography sites daily

One of the great frustrations of finding new photography on the internet is not knowing where to look.

You read about a site here, a friend recommends one there, in other words pure serendipity.

Now the StumbleUpon tool may not remove the random chance aspect of the search, but it does at least make finding new work easy .... and enthralling. The tool plugs into the Firefox browser and appears in a menu bar like so:



If you don’t use Firefox you can download it free from the web. Mine runs on an Apple and it may even run on a Windows PC, though candidly I couldn’t care less whether it does or not as I do not care to use the deeply flawed Microsoft operating system. I prefer something that does not constantly lock up.

The picture above is a screenshot of Firefox from my iMac. Download the tool (http://www.stumbleupon.com/), tell it you are interested in Photography and then click on the ‘Stumble!’ icon. You are taken to a random photography oriented web site. Click again and another site pops up. The rate of repetition is very low, so if you see something you like be sure to bookmark it.

Sites vary but the ratio seems to be about 80% photography: 20% technical instruction.

Every time I have Firefox on the screen I find myself heading for the Stumble! icon and discover wonderful images on many talented photographers’ web sites.

Why are so few beautiful?

A friend kindly emailed me to alert me that a web chat board was offering a camera as a prize for the best picture taken in the style of Henri Cartier-Bresson. A worthy goal which will doubtless see some great work submitted.

Then I got to looking at the prize and was struck by how inexcusably ugly it was. Going by the name of the Zeiss Ikon ZM, there is no other way to describe this brick than in one simple word whose meaning needs no explanation: Ugly. I was going to preface the U word with a vulgarity describing part of the anatomy, the bit you sit on, but good taste prevailed. You get the idea.



I rarely write about equipment as, for the most part, it seems to me merely to be a tool to do the job. But this kind gesture on my friend’s part, who suggested I should submit some of my street snaps to the contest, got me thinking about the aesthetics of equipment, or more specifically, why so little in the way of camera gear is remotely attractive to look at.

So, like most photographers, I thought about the equipment I have owned, have borrowed and have lusted after. And in the interests of keeping this piece upbeat, I will concentrate on the cameras my eye remembers as beautiful, a work of art to hold and use, rather than all the others. And that is important to me. The old saw that has it that a poor worker blames his tools has it all wrong. It should be that a good worker uses beautiful tools. You think Michelangelo and his buddies didn’t discuss paints, brushes and canvases? Sure they did.

So I won’t refer to the brutish ugliness of the Nikon F, nor the brick like facade of the Mamiya RB67, nor even the Leicaflex Sl - a face only a parent could love - in this brief Statement of Preferences. And I will most certainly not refer to the Kodak Ektra.

The post-WWII list is, sadly, a short one.

Headed, of corse, by the chrome Leica M2. The most perfect blend of form and function ever designed. Color it black and you have nouveau riche - the young up-and-comer’s Porsche 911. Make it chrome and....aaahhh! Yes, this one is mine. With the wonderful 35mm Asph Summicron, no less.



But before that exemplar of taste and execution came along there was something equally fine to be had in the Zeiss Ikon Contax II and IIa. Forget the metered version with the ugly bump for the selenium cell meter. The un-metered camera was simply beautiful and aeons ahead of the cheesy looking screw thread Leicas of the time with their miserbale viewfinders. A top hat compared to a cloth cap. Note the beautiful symmetry of the finder windows and the knobs, the gorgeous proportions of the body. You just must pick it up.



No Rolleiflex twin lens reflex can be left out of this reckoning with, perhaps the metered 3.5F at the pinnacle, the lens being just the right size for the body, something lost in the 2.8 variant. This one was mine until I gave it to my nephew.



Whether it was because so many of the greats used it - Avedon, Penn, Beaton - or whether it had that secret something, call it balance, proportion, despite the rectangular shape, the Rollei is a beautiful camera.

Some miniature format cameras had that something called beauty too. Two of the best were the Tessina and the Minox. Regardless of their clandestine Cold War role in life, these two, especially the watch like Minox, had the secret ingredient. Have you ever opened a Minox for action? Try it. Sensuality redefined.




At the other end of the size spectrum,Linhof had what no American manufacturer could presume. A divine aesthetic sense. I won’t say anything about the Crown Graphic (heck! I own one) but just feast your eyes on this Super Technika.



Aah!.

Now that is a camera.

Now there’s a lot of German equipment permeating this piece. A nation that makes fine cameras and killing machines. But it’s eastern emulator, Japan, has had some pretty fine things to contribute to camera aesthetics too.

Take the fine line of early Canon SLRs. This is an FT. Note the finely sculpted controls and the general balance of the machine.



Olympus made a fine effort with the Pen F and even the bold gothic letter ‘F’ seems to work well for this courageous, innovative design. A camera with a sweet, feminine grace, with a bold escutcheon. I loved mine. Wish I had never sold it.



They tried later to recapture the spirit of the Pen F with the OM1 but the magic spark was, alas, gone.

Then two really great Japanese designs come to mind. One very good - the Pentax MV/ME. Another camera with jeweled precision and an absolute joy to use. My ME Super fell apart but not before we had had the most wonderful relationship.



But their earlier Pentax Spotmatic was, after all, an impossible act to follow. Here was a camera that was a joy to behold. To hold. To use. Forget all that nonsense you read about the Japanese being imitators. Just take a glance at the raw sensuality of the advance lever. The most beautiful thing to ever grace a mass produced object. And note those angled ‘Zeiss’ corners. The sincerest form of flattery is imitation. This was something that you would think should have set an example for the designers of the miserable looking Zeiss Ikon ZM, that execrable excresence passing for a camera. An example of which, sadly, they seem damnable unaware. As unaware as they are of their company’s glorious history of design.

So what was accomplished, photographically speaking?

I was hanging some of my Really Large Prints the other day in the new home theater I had built - it’s actually a converted garage - which gave me pause to ask “What did you accomplish last year”?

As a matter of course I make it a practice to write down what I did right and wrong in managing money during the year for, while the lawyers keep reminding us that ‘Past performance is no guarantee of future results’ I tend to hew to Churchill’s variant which has it that ‘Those who deny history are doomed to repeat it’. In re-reading these self critical pieces over the years, recurring patterns of erroneous behavior are identified and, hopefully, remedied.

So to take a like approach to photography seems to make better sense as my driving goal is to take better pictures.

But what does ‘better’ mean? Those which get exhibited? Sold? Hung? Probably a mixture of all three. If you don’t show it you will never know how good you are. If you don’t sell it you are a commercial failure which may be good or bad. If you don’t hang it why on earth are you taking pictures in the first place? And while ‘exhibit’ takes increasingly new guises - books, cell phones, computers, the internet, a well framed picture hanging on the wall remains the touchstone of photographic display.

Well, what about the successes? Listing these first makes it easier to enumerate the failures.

I published my book Street Smarts, containing 100 monochrome pictures taken in London and Paris in the seventies. It taught me how hard it is to get all the material together, how difficult it is to get it all submitted and looking just so, and how impossible it is to sell a book of pictures. This is the ultimate vanity project - you may feel good about doing it but don’t expect to make money. Best of all, this allowed me to get all that monochrome content well and truly out of my system and free me up from the legacy overhang of being a ‘street’ photographer. That genre is done, for me at least.

I got rid of a bunch of excess gear that was just collecting dust, and I’m not a gear collector. Now I’m down to one 35mm system (Leica M), two 6x6 systems (Rollei 6003 and Mamiya 6) and one 4x5 system (Crown Graphic). I fancy the clunky Rollei 6003 will hit the block in 2006. Too much gear still!

I learned lots about 4x5 when I picked up my 50 year old Crown Graphic and a couple of extra lenses for a song. What a blast to use and negative quality that remains unsurpassed to this day.

I started this blog which forces me to put down in writing what I am thinking about the world of photography. Write it down, the old rule has it, and it’s serious. Talk or think about it and it’s noise.

I got selected for a one man show - due in 2007 - at a local gallery after showing the director my prints. That felt really good as it confirmed that I have the drudgery of printing/mounting/framing down to where it no longer intrudes in the creative process. It felt even better to know that someone else liked my work. And no, she did not ask me what camera I use. And, best of all, all the pictures were New Work, not recycled old stuff.

I started a Photoblog and came away with mixed feelings. The positive is that there’s lots of great work out there. The negative is that most of what’s out there is sheer, unmitigated garbage. I also learned that my dated use of film as a recording medium is incompatible with the ‘picture a day’ pressure in the Photoblog world, so I stepped back and now post one a month, if that. Feels better until digital matures and all that film equipment can go to a collector at some ridiculous premium to what I paid for it. Thank God for the Japanese - where would the used Leica market be without them?

I built my home theater which comes with one huge photographic advantage. Lots of display space.



I confirmed, if ever confirmation was needed, that the products of the Microsoft Corporation are one of the biggest frauds ever pulled on the consuming public and remain blissfully happy with my iMac three years after making the switch. No downtime, just speed to get the drudgery part of the photographic process done. Bottom feeding tort lawyers continue to sue cigarette and hamburger vendors. Wrong place to fish. When will they realize that Microsoft has killed more people than these twin evils combined? Just think of all those coronaries at the keyboard of a Windows PC....

I learned, as age encroaches, that many tasks are best delegated to those better skilled to do them. Processing, framing and so on. I add no value here.

I re-immersed myself in books about art and photography and tried hard to sharpen my vision.

Hmmm. Not a bad list. Feeling pretty good. OK then, what about the not so good bits?

My vision still lack clarity. Thematic approaches to photography make sense. The ‘always carry a camera’ thing is meaningless. Carry it with a mission and you get somewhere. I tried to apply this last year by focusing on three themes - The Fading Past (old wall signs), The Beach Creatures (driftwood at the beach) and The California Forests (I’m quite useless at these but keep trying).

I would like to become technically better with the 4x5 format for it has so much to offer. Maybe it’s just in the nature of things, I tell myself, that the equipment is clunky and a mess to use.

I would like to delegate all printing of Really Big Prints as it’s simply a waste of time when others can do it better and you are messing about with the yet again clogged ink jet printer at home. And I’ll bet the cost is comparable. Got to find a good printer for 2006.

I cannot consistently take good pictures. Maybe that’s because I do not do it enough or maybe it’s the unexplainable nature of the creative process. Sometimes you can do it, mostly you cannot. I do know that machine gunning for pictures is anathema to me and only results in a drop in quality so some other mechanism is needed. One thing I have found that works is to scout out a location without a camera, pre-visualize it - then come back later with the equipment. That seems consonant with my working style.

And, finally, I am still very keen to go all digital, but have yet to find a camera which does it for me.

Kodak destroys the remnants of its brand equity

The genius that makes America the most successful free market economy ever seen can be summarized in one word: Marketing.

Think up something new, make it desirable and sell it at a fair price and the consumer will work overtime to make sure he can buy it.

That’s not to say that enormous errors are absent from the field that is America’s specialty.

Take for example the Nissan Infinity campaign, conceived by Madison Avenue for Nissan’s luxury automobiles, some 15 years ago when the only competition in sight was Lexus and Mercedes Benz. The TV commercials showed fields of wheat gently swaying in the breeze but nary an Infinity in sight. Maybe those fields were actually growing pot and the Madison Avenue slickers had been smoking the crop. Suffice it to say that Infinity sold very few cars (and they were awfully good cars) that year and never caught up with the lead Lexus established in 1990.

Another, this time English, booboo comes to mind. For as long as anyone could remember, Woodbines cigarettes had focused solely on a working class consumer, the packaging and design projecting an image of honest market positioning. The illustration shows the classic, simple lines well.



Then some twit, doing his research in an abstracted office setting, not knowing a cloth cap from a pack of sausages, decided that what the working class consumer needed was a glossy, flip top, crush proof box. With a commensurate price increase.

Sales went through the floor and never recovered.

So what has all this to do with photography? Well, just when you thought the Marketing Dusies of all time had been committed, along comes Kodak with a repeat of the Woodbines fiasco. It’s not enough that the company is in dire straits and may well be heading for bankruptcy. Rather than focusing on the dictates of the new challenges upstart ‘photography’ companies - like Samsung, Sony, Apple, HP - are posing, what does Kodak do?

Heck, why not take one of the world’s most famous logos and destroy it? Now you can happily gaze at the new Kodak logo while wondering why it makes you think your eyes are crossed. A apt image for a company that has lost its way and its consumer.