Gratuitous image: any given camera company in a nutshell: ducks not lined up in a row, and not entirely clear what they’re to be lined up against, either.
For a moment, let’s say that I – we, collectively – had any say in how a camera company was run. Let’s go further to assume that we not only had say, but we could do as we pleased. There are two considerations here, which I think the existing companies tend to see as separate: making cameras for photographers, and making cameras that sell. They aren’t: if you make cameras that photographers want to buy, then even the non-photographers will want them because of the power of association, the halo effect and all of those other things that turn on the marketing people. A good example is Leica: very few pros shoot exclusively Leica now, but they did in the early days: this created a halo effect that’s existed to this day. If money is no object and you’re in the market for a camera or want to take up photography, then chances are you’ve considered a Leica. It’s also the sole reason why they manage to sell any of the rebadged Panasonics.
