...or has Nikon marketing gotten lazier? It used to be that each new camera came with a short slogan (D90: "engineered for artistry") and that slogan ran throughout the marketing materials. Recently I got NikonUSA's email about the new Coolpix models, and instead of the usual slogans, we are down to one- or two-word descriptors: S8000: "Hi-Res LCD"; S6000: "Fast"; S4000: "Touch"; S3000: "Sleek". Boy, that didn't excite me. A tenth grader could have picked out those words.
The Web pages give the full marketing lines for the cameras. S8000: "Super Slim. Stunningly Close. Clearly Brilliant." S6000: "Need the Speed. Love the Style." S4000: "Touching Memories" (nice pun). S3000: "Style Setting. Image Making."
So Nikon is shorthanding their own shorthand. It's all starting to feel a bit old and recycled, and the shorthand to the shorthand just reinforces that. Time for Nikon to rethink how they differentiate their products. Hint: words aren't doing it.