Do Better Pictures Mean a Better Brand?

Image is everything. Or so the saying goes. So why don’t brand marketers pay closer attention to the images they choose to build and differentiate their brands?  OnRequest Images, the world’s leading provider of custom imagery, today shared results from the industry’s first ever Corporate Brand Imagery survey to shed light on how brand marketers are rethinking the way they purchase and use photography to build and market their brands.
“Almost 80% of respondents acknowledged that imagery represents a critical facet of their branding campaigns, yet due to cost and time restrictions they must often settle for generic images that may not support their brand message,” said David Norris, Chairman and CEO of OnRequest Images. More than 500 marketing and brand executives at Fortune 2000 companies responded to the survey, which was designed to gauge how these organizations acquire the imagery they use to build and market their brand, and better understand the limitations they face when sourcing imagery using the current set of options in the industry.
Key results from the survey include:

  • 78% of respondents indicated that imagery is “critical to reflect their brand in marketing materials”;
  • 70% of respondents said they only commission photo shoots “once in a while or never” and consequently must rely on other options;
  • Approximately 50% of respondents noted the reason they often don’t shoot custom photography is because “they cost too much” and/or “the process takes too long”;
  • 55% of respondents agreed that they often “have to settle for images that are not quite perfect for our brand”; and
  • 38% said the “the images we choose sometimes appear in a competitor’s marketing materials”.

“A company’s brand is more than just its most important asset, it represents the voice in which they speak to their customers and the essence of what they stand for,” continued Norris. “We live in a world in which our senses are literally assaulted at every turn. Consequently, the opportunity to dilute or confuse a brand through inconsistent or generic imagery is very real. OnRequest Images presents a compelling value proposition to brand conscious companies through a portfolio of affordable custom image offerings designed to distinguish and reinforce their brand.”
About OnRequest Images
OnRequest Images is the world’s leading provider of custom imagery that enables leading marketers to build stronger brands by using custom imagery, shot to specifications, while lowering image costs. Leveraging its pioneering technology, OnRequest Images produces high-end, custom photography using a network of over 1,600 world-class photographers in more than 53 countries. OnRequest Images is privately held and headquartered in Seattle, with offices in New York, Chicago, Los Angeles, San Francisco and Denver.  For more information, call 877-202-5025 or visit www.OnRequestImages.com

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