Leica’s CEO: “I Will Not Confirm Neither Deny Anything”
Wow. So, a lot has happened since my blog post yesterday about what I would label the curious manner in which Leica Camera is now trying to manage its legendary brand. I have even received a curt rebuke from Leica’s latest and relatively new CEO.
Where to begin …
The musician Seal in concert.
Let me begin by saying that I am a Leica camera owner. I am a Leica customer. I believe their cameras are made with great precision and take extraordinary photos. But, my career expertise is in watching the behavior … and mistakes … of corporations as I work to help other companies on strategic methods to capture competitive leadership. And, that was the premise behind my blog post yesterday about Leica and their corporate “ambassador,” the musician named Seal.
Seal, a charismatic and respected performer, has created significant consumer awareness for the new Fuji X100 camera, a camera designed to compete against Leica. At the same time, he has been accused of “threatening” people on online forums who question his opinions. That got my attention because of his role as Leica’s ambassador. Ambassadors don’t generally get caught up in such controversies. Quite the contrary, ambassadors build bridges of friendship.
After my blog post was published yesterday, I learned that Seal had asked Fujifilm Corp. to give him one of the new X100 cameras when they were first introduced. Fuji turned him down. That raised further questions. Why didn’t someone of Seal’s financial means just go out and buy the X100 if he wanted to evaluate it, I thought? In the field of reputation management, red flags would be flying.
Let’s say, hypothetically, that you are the corporate ambassador for car maker BMW, and you become identified with driving a BMW. But then you see that Maserati is introducing a sexy new model, so you call Maserati and ask them to give you one. How will BMW loyalists react? Then you say, “the Maserati is fantastic but I prefer my BMW.” Consumer eyes will glaze over with confusion. Now, just substitute Leica for BMW and Fuji for Maserati.
Desiring to learn more about the workings of Leica’s relationship with the superstar Seal, I emailed Leica’s relatively new CEO Alfred Schopf, the latest or seventh CEO for the company in the last ten years.
Leica publicity photo of CEO Alfred Schopf.
This is what I asked:
“I have confirmed from solid sources at Fuji that Seal asked Fuji for an X100, and that he initiated the outreach to Fuji.
Would Leica please comment on whether that is appropriate within the context of Seal’s contract with Leica and role as Leica Ambassador. Additionally, how much does Leica compensate Seal as Ambassador and to provide product endorsements for the company?”
Schopf responded by email:
“With all respect: You can request whatever you want.
Fact is that Seal is a long time Leica customer, -user and friend of the brand that is what you can see on your photo (by the way it´s 2 years old).
From Leica´s point of view Seal can try out as much products as he wants to, even from a competitor.” [sic]
I pushed aside for the moment my opinion that I was dealing with a guy badly in need of some PR and customer-relations training, and analyzed his comments.
So, fine — Leica doesn’t seem to care whether Seal asks for Fujis or uses Fujis or talks about Fujis or any other camera. That’s Leica’s business. To their credit, I think it sounds pretty authentic to have someone — anyone — saying, as Seal has done, “I’ve checked out these different cameras and here’s what I like, love, don’t care for …”
Good for Leica for not putting a stranglehold on this celebrity endorser, and letting him test and speak freely.
As an aside, a spokesperson for FujiFilm Corp. told me, “Whatever comments Seal has made on the X100 were his own.”
I sort of have to wonder about the cost and benefit of a celebrity endorser, given this loose set of parameters. For this historic brand, what’s the goal behind signing on a celebrity endorser? Is Seal simply meant to look good with a Leica camera? Is he supposed to make the product more visible? Is he appearing in ads? Does Leica have a way of measuring his impact — the benefit? Is Leica even paying Seal?
I didn’t honestly believe I would get answers on any of this from Leica. But given the visibility of Seal + Fuji vs. Seal + Leica and Leica vs. Fuji, I wondered what sort of value he’s actually bringing to Leica’s brand.
So, as an old journalist, I tried to get something else out of Schopf. I asked him by email:
“Thank you for responding.
Would you please confirm that Leica compensates Seal financially for his role as Ambassador.”
And, this is what Schopf wrote back:
“I will not confirm neither deny anything.
Also just on a personal note: How would you describe your way of approaching Leica and treating Seal in the last couple of days? Both offensive and rude?”
I beg your pardon, Herr Schopf?! It was your own free-wheeling brand management style that has created a storm of online controversy, and unprecedented publicity for your competitor … not me! It was Seal’s — and now your — inability to turn a conversation into a positive brand impression that started this whole mess.
In fact, here is precisely what I wrote yesterday:
“The fault does not lie with Seal but rather with the apparent lack of experience by Leica’s less-than-savvy brand management people, who should have counseled the star not to be lured into meaningless product comparisons which, in this case, will always be detrimental to the prestige of Leica’s brand.”
In my opinion, Schopf had revealed the core of the problem … and, it’s textbook old school: Alfred Schopf does not comprehend, as a CEO, the power of the Internet on brand reputation. And, that is terribly troubling for the future of an outstanding and legendary company like Leica.
Related posts:
- Celebrity Endorsement Requires Effective Brand Management
- CEO Blogs: Pros and Cons
- Playing to the CEO’s Vanity
Category: Featured, Reputation management
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You’re exactly right! I have yet to understand that association of Seal and Leica, he might be a Leica enthusiast but what is he bringing to the brand? Is he really the kind of figure who will bring more customers, secure some kind of sustainability, or help the company to grow in new markets for instance?
Hi David,
Absolutely agree.
I believe there are a lot interesting learnings here for everyone trying to create brand conversation. Alfred Schopf surely could use a little help in Leica’s conversation strategy. This new CEO looks pretty old to me. Things have changed the last couple of years and Schopf hasn’t been paying attention; bloggers are the new press and brands that like their message to spread must take into account that consumers are more empowered than ever.
Schopf misses a change here to get their story told to a potentially big audience.
Raf
That’s some serious balls Leica has to call you rude.
You are reporting on an unusual choice of spokesperson, and some unusual behavior, who can argue with that?
In the midsts of discussing that, you need to give a little back story as to who, what, when where, why and how.
Leica doesn’t have to explain themselves, but they sure communicated with you the wrong way.
Is there a role in this story for Steve Huffs as he is the house photographer of Seal?
Steve is advertizing a lot for the new X100 AND Leica products. During the last Europe tour of Seal, Steve used both a X100 and M9. See his blog.
Hi David,
I am totally with you on this.
Seems like Leika’s new CEO has rather old thoughts on (brand) communication. Does he not know things have changed the last couple of years?!
Bloggers like you are the new press. Every person with a computer is really. If Schopf would like his brand message to spread he should start treating social networks more seriously (if he treats bloggers like this why would he communicate any different with fans, friends and followers?).
People today are empowered and connected and if companies like Leica would like their story to spread to a big audience they should start with listening to the existing “stories” that are out there.
Raf
Hi David,
I am totally with you on this.
Seems like Leika’s new CEO has rather old thoughts on (brand) communication. Does he not know things have changed the last couple of years?!
Bloggers like you are the new press. Every person with a computer is really. If Schopf would like his brand message to spread he should start treating social networks more seriously (if he treats bloggers like this why would he communicate any different with fans, friends and followers?).
People today are empowered and connected and if companies like Leica would like their story to spread to a big audience they should start with listening to the existing “stories” that are out there.
Raf
Groeten,
Raf Stevens
Many thanks to all for your comments and opinions. They are appreciated. For those wishing to contact Alfred Schopf, his direct email is: Alfred.Schopf@leica-camera.com
David
Interesting how the X100 is mentioned much more in connection with the M9 than with the X1…
You are correct, I believe, and it is very interesting. That’s what I was referring to as all of the publicity inadvertently given to Fuji by Seal’s discussions and comparisons. But, then, Leica’s CEO said yesterday that he doesn’t really care one way or the other.
This is certainly a case of grown men behaving badly. You took them both to task perfectly. Leica may deserve CEO #8, and Seal should be dropped. Morons. I remember integrity; it’s so rare now.
I’d say, go pound away on those morons. Looks like Seal is taking it from all sides.
As a leica user for over 40 years may I suggest that now is the perfect time for Leica to come out with a model similar to the Fuji X100.It could be made by Panasonic in the True Rangefinder style body as the X100 with a lens like the X1 which I own & find to be of very high Leica quality as expected.Also in the same price range as the X100,& without the Adobe photoshop $$$$ add-on.As you already know the main selling point of the Fuji X100 is that it looks like an Leica M camera,so maybe its time for a Leica Digital-Lux 1 or “DG-Lux 1″ in the $1200 to $2000 price range.It don`t make small like the D-Lux5,give us guys something to hold on too.Thanks For Listening,I sure miss Oldens Camera here in NYC,they spoke LEICA.
Kenny,
A real pleasure to see your perspective on my site. Thank you. And … what a terrific idea on how Leica can get back in the competitive game!
David
Why should Leica use the name of Panasonic – a telephone maker – for the use of any new product?
Good question. For Panasonic, Leica has been a good partner. I’m not sure what it has done for Leica’s reputation.
David