Many years ago, professional photographers would often state that they used Nikon, Hasselblad or Sinar cameras. By pointing out that they used these highly-regarded brands, the photographers were hoping to be seen as being more professional than photographers who used other camera brands.
If a commercial client knew the photographer was using a Nikon, Hasselblad or Sinar, that client would be more confident that the photo assignment would be a success.
“Ingredient branding” is when an ingredient or component of a product or service has its own brand identity. An ingredient brand adds its own brand value to a business, product or service. Ingredient branding can help differentiate and elevate a business or product from its competitors. This can influence customer preference and help support higher pricing.
Well-known examples of ingredient brands are Gore-tex, Intel, Teflon, NutraSweet, Shimano, Lycra, Kevlar and Dolby.
Examples of ingredient branding in action:
• Dell computers with “Intel Inside”
• Pillsbury Chocolate Chip Cookies “made with Hershey Chocolate”
• Post Raisin Bran “made with 100% Sun-Maid California Raisins”
• Adidas shoes with Goodyear rubber soles
• LG TV sets with Dolby Surround Sound
• Smuckers jam with NutraSweet
• Goodyear Wrangler off-road tires “built with DuPont Kevlar”
Another “ingredient” used to help brand a product is the country where that product was manufactured. For example, a Canadian company might use “Made in Canada” to suggest its product is better made.
Kodak has its ProPass Program which seems to be mostly for wedding and portrait photographers. Kodak helps promote the photographer and the benefits of professional photography to consumers. In return, the photographer prints only on Kodak Professional paper and uses “Kodak” as an ingredient brand in their business. In theory, consumers value the Kodak brand and will prefer a Kodak ProPass photographer. (I thought Fujifilm had a similar program).
But I doubt a commercial, corporate or editorial photographer can use ingredient branding to their advantage. Some photographers do make a point of mentioning the makes and models of their camera equipment. Some even list what computer and which software they use. But the problem with doing this is that it suggests a photographer is a function of their tools.
For many photographers, the only important ingredient in their business is themselves. This means that a photographer’s best marketing tool is their own business practices and, yes, non-stop marketing.
(A New York Times blog post about ingredient branding on a Windows laptop.)
