Nikon introduced a new Web site to celebrate the 75th anniversary of the first Nikkor lens. Unfortunately, the site (so far) has turned out to be nothing more than the usual "pro testimonial" type of advertising that has not worked well for Nikon in the past. I guess it's time to renew my "Nikon's bad at marketing" complaints.
Having 15 pro photographers essentially all say the same thing ("I like my Nikkors" and "I started using Nikkors a long time ago") is not a particularly strong 75th anniversary message. In fact, it seems like a freshman college mid-term Advertising 101 project, at best (i.e. formulaic, simplistic, and with no particular call to action). Moreover, to waste the 75th anniversary on a self-congratulatory message seems indulgent.
Nikon needs to Think Different (yes, that's an Apple reference; Apple has been quite good lately at differentiating their product/user and in informing in ways that are different and attract attention). Why would I care that you've made Nikkors for 75 years, and what does that imply for the future? What's in it for me? What can I do today? What will I be able to do tomorrow that I can't do today if I use a Nikkor? None of those questions--which would get them to the sophomore project level--are answered, unfortunately. Indeed, there's a whole "in the past" feel to the site, almost as if we've unearthed a time capsule.
Sure, there's some nice pictures on the site and plenty of testimonial quotes. Hmm. Seems like every lens maker has plenty of nice pictures and testimonial quotes. If Nikkors are really different, you need to tell us how, Nikon. And while you're at it, Nikon, would you mind telling us what lenses you actually really have available?