Delighting You Always

Helping a legendary brand connect with Chinese consumers






Innovative and cutting-edge, this is what Canon is all about. Canon’s imaging technology led to the successful commercialization of devices like cameras, printers, fax machines, scanners and projectors. Since expanding its business to medical equipment and other B2B sectors, Canon has grown beyond a consumer product company and is now in a class of its own.

From the very beginning, China has been one of Canon’s key strategic markets, not only because of the country’s production capability but also because of its vast market potential. However, Canon facing communication obstacles as the previous Chinese tagline failed to effectively communicate Canon’s brand proposition. Interbrand was asked to rectify the issue promptly.

In response, we developed “Delighting You Always”, a new tagline that concisely expressed Canon’s brand proposition and struck the right emotional chord to connect with consumers. With an effective tagline helping to spread Canon’s core brand message, Chinese consumers were finally able to appreciate how much Canon has to offer.