This is a keynote given at a Photographer's event. It explains the shift that has come in the advertising, branding and social media campaign methods of brands and the kind of imagery they are using. It also explains how local photography talent can be harnessed by brands to cut costs and control regional flavor for their campaigns. And to conclude, just touching upon how photographers can reach brands using personal branding.

1. AND THEIR IMAGES
By
Suprit Patra

2. CONTEXTUAL TOPICS
• General Shift in Advertising and Branding
• Why the Shift?
• Campaigns with photographic imagery.
• Using local photographer talent.
• Personal Branding.

3. LET’S BEGIN
WITH APPLE

4. Year 1983
• Large text
• Medium Sized
Product Photo
• Editorial Text

5. Year 1984
• Headline
• Product Photos
• Editorial Text
• This was for the
Apple modem

6. Year 1984
• Headline
• Large product
Photograph with a
personal touch
• They were still
figuring it out

7. Year 1984
• Getting there.
• Remember Steve was still at Apple.

8. Comes Year 1994
• People focused
campaigns begin
• But still not there

9. Comes Year 1997 and
Bang
Think
Different
Campaign

13. Comes Year 1997 and Bang
• Steve came back
• Apple saved it’s sinking ship
• Consumer’s started buying
Apple not for its products.
They bought the idea.

14. And they followed it up

15. But also didn’t
forget selling
on there actual
products

16. Who else did it
(and even did it better in some cases)

17. Samsung
Note3 + Gear

18. The gradual shift from commercial
photography to advertising
photography
• Fashion and lifestyle brands already was
using it.
• Technology, healthcare and product
companies are following suit and are
leading.

19. The shift in branding and
advertising
• Brands are now selling concepts and
ideas.
• Want to touch consumers on a personal
front.
• And what better than photographs.

20. The gradual shift from commercial
photography to advertising
photography
• Fashion and lifestyle brands already was
using it.
• Technology, healthcare and product
companies are following suit and are
leading.

21. Coming to Social Media
Campaigns
• Space is less.
• Attention span is low.
• What can be a good way to engage
audience

22. IMAGES
14K
Likes

23. IMAGES
7K
Likes

24. IMAGES
7K
Likes

25. IMAGES
1.5k
Likes
76
Share
1.2k
Likes

26. IMAGES
448
likes
27
likes

27. IMAGES
437
likes

28. National and Local Brands
151
likes

29. National and Local Brands
Touching people on their emotional chord

30. National and Local Brands
And sometimes scaring them a little.
But it’s working.

31. National and Local Brands
Engagement Increases manifold

32. Where do these photographs come
from?
• Stock Photos sites like Shutterstock,
GettyImages and Images Bazaar
• Snapwire(but that’s still picking up)
• Custom Photo shoots at the head agency
studio.

33. Why not then use a local
photographer and setup?
• Cheaper than stock photos.
• Your photo shoots are your own.
• Local, regional and ethnicity control.
• Can shoot regional celebrity cheaper.
• They can cover your local brand events as
well.

34. So how do photographers reach
brands?

35. I’m the Super
Photographer You’ve
Been Looking For

36. PERSONAL BRANDING
CAN HELP

37. 2 Major Aspects of Personal
Branding
CREATE SUSTAIN

38. What you can do to build it
• Be a part of the community
• Participate
• Advocate others
• Advocate quality work
• Showcase
• Follow others

39. What you can do to sustain it
• Lead in your niche. Be active.
• Be Insightful.
• Promote.
• Showcase.

40. Thanks for your
time and interest.