Tom Dougherty, CEO – Stealing Share
9 January 2018
The Leica name speaks for itself
This past Christmas, I found myself in a usual kind of quagmire. What the heck am I going to buy for my wife? Know first, I tend to go on the extravagant side with my wife’s gifts. One year, I bought her a sauna. Yeah, you can buy those. Another, a trip overseas. For a while, I would rely on my consummate fall back — a top shelf camera. Something that wasn’t used in a cell phone. Yup, those still exist. It had been some time since I bought her a new model. But as I was short on ideas (and time), I threw down on a mirrorless EOS M5. Thing is, while this bad boy has all the specs to wax poetic, there was a big part of me that felt it was a step down from her previously gifted, and less-powerful, Leica.
As my wife and I are both camera enthusiasts, getting our Leica was like sipping from the holy grail. Everything about it felt special, down to the retro style logo imprinted on its face. With it, we felt like we arrived, even though we hovered around the automatic mode for 95% of its life.
Its lens is a thing of beauty – rivaled only by its simplistic menu of options and and leather casing. This little piece of machinery really tickled us. Talk about a brand with a whole lotta mystique.
“Also, in this case, Leica has a story to tell. The name comes from the first three letters of the last name of the founder, Ernst Leitz, and the first two letters of camera. While that sounds a bit too clever, any brand becomes more meaningful if you have a story to tell.”
Is a Leica that much better?
I have an old Olympus point-and-shoot whose operations rival the Leica. Only difference, that camera doesn’t have the Leica logo on it. And as such, I feel like a rookie when I have it in hand. A name and meaning can mean everything. And in the world of camera enthusiasts, it sure does. To me, the Leica name means durability, creativity, seriousness and clarity. Not all camera manufactures provide those same qualities.
Also, in this case, Leica has a story to tell. The name comes from the first three letters of the last name of the founder, Ernst Leitz, and the first two letters of camera. While that sounds a bit too clever, any brand becomes more meaningful if you have a story to tell.
This year, with the arrival of the new Canon, we gingerly passed on our 10-year old Leica to our eldest. With one caveat – if you ever attempt to sell it (they still can muster up $400 or so on eBay), give it back. No worries, he has no intentions. With it, he has arrived in the world of photography, too.
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