"does a company get it?", it's increasingly obvious that Hasselblad is really beginning to "get it".
If you work professionally your suppose to be able to get past the design, the look, the feel of advertising.
We're suppose to be more savvy, but really presentation means a lot and to a customer base that spends 90% of their waking moments designing the look, the feel of advertising we're probably more susceptible than most to clean, intelligent design.
Leaf did a good job early on, selling the film like look and aligning themselves with good photographers, Phase took forever to get the standard grin and bite images off their site, Sinar (who knows about Sinar?), but Hasselblad, yea they get it. They feature photographers that produce fashion, art, commerce, editorial, illustrative, location, studio, all stunning, all displayed cleanly on a real consumer based site without screaming an obvious sales message, in the photographer profiles.
When Hasselblad closed off their system I thought, they're goes the medium format . . . excuse me "large sensor photography" neighborhood and they sent all their competitors spinning and running to align with F+H and Mamiya, which both weren't really 100% ready for prime time.
Hasselblad . . . they just held on tight, regardless of the criticism.
Now it makes sense.
They are quickly becoming the Apple computer of the professional photography world and they're doing it right because as times are tough and everybody's pulling back, blad is pushing forward with lower prices and the end of that silly trade-in-trade-up system.
Buy it, use it, sell it., or better yet, buy another one and keep the old for backup.
Smart.
JR