Olympus camera is David facing three Goliaths with Nikon, Canon and Sony. So how do you compete with limited resources and a camera system seen as unconventional? Flip the script. Turn a perceived weakness into a strength. We positioned Olympus as a company that challenges convention by developing compact, lightweight cameras that buck prevailing trends. Next, we developed Break Free, a tagline that grew out of the positioning. Break Free sums up the benefits of Olympus cameras — more mobility, creativity and freedom. — and has been adopted globally. A marketing campaign built around Break Free gives consumers a persuasive argument to shoot with Olympus. It’s what happens when a company digs deep, finds compelling truth and tells their story with confidence and authority.