Fujifilm launches new global branding
October 23, 2018
The OEM’s new campaign, NEVER STOP, is designed to communicate its range of business operations at the same time as promoting its corporate mindset.
The campaign has initially been rolled out in Japan and the USA, with further launches planned in Europe, China, and South East Asia. According to the company, the core message of the NEVER STOP campaign is aiming to highlight Fujifilm’s “firm and unwavering commitment to achieving continued corporate growth and never stop building on our innovations and expertise.”
The company further explained that “the campaign represents Fujifilm’s success in transitioning itself from a company focused on photographic film to a company providing new value across a wide range of different fields, contributing to the resolution of various societal issues, while also affirming Fujifilm’s commitment to continual innovation and growth.”
As demand for traditional photographic film declined from the year 2000 onwards, Fujifilm took the decision to launch the “Second Foundation” of the company, transforming the company’s business structure. Following its reinvention, Fujifilm Holdings is active not only in the field of photography, but also in a wide range of fields including the healthcare business, the highly functional materials business, and the document business, which provides a wide range of solutions and services linking with multifunction devices and printers.
In 2014, Fujifilm established “Value from Innovation” as its corporate slogan, declaring the company’s “commitment to continually producing innovative new technologies, products and services.” In line with the slogan, the new global branding campaign entitled NEVER STOP highlights Fujifilm’s commitment to “providing new value through innovative advanced technologies, contributing to the solution of various issues facing society, while also declaring a commitment to never stop producing value through innovation, a strong statement of Fujifilm’s ambition and approach which this campaign will communicate to people around the world.”
“By working innovatively to develop new products, services and technologies, which in turn will create new corporate value, the Fujifilm Group is working to contribute to the resolution of various issues facing society and enhancing the company’s brand value,” the OEM said.
At the heart of the new campaign is the Concept Video, which illustrates how the Fujifilm Group has adapted to the growing use of digital products and services to take on new challenges to evolve into a technology company working across various different markets, and showcases how Fujifilm “will continue creating value from innovation, and contribute to solving social challenges with unique and state of the art technologies.”
The company elaborated: “Fujifilm has continued to search for new, advanced technical applications for the knowledge and technologies built up through the company’s years of involvement in the photographic film industry, boldly branching out into new business areas. Fujifilm is committed to ongoing growth and innovation and will never stop evolving.”
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