If you are wondering what to get me for Christmas I have a plan.

Although I’m a ‘Canon Man’ I must say that the new Nikon camera launched this week looks rather cool. It is a back to basics camera – which nods back to a time when we all had film cameras. It looks like a film camera but boasts a full frame sensor- that means superb quality.

But the reason I thought this release was interesting was that Nikon have made a conscious decision to remove the ‘video camera’ element which has crept into most models now. In fact my own camera is used by the BBC to film on occasion – the quality of the video is so good.

It is interesting that in a crowded market place how you need to find a means by which you differentiate yourself. In this case Nikon have done exactly that. There are hundreds of camera models – low, medium and high range – but most cram features we’ll never use. They try to be all things to all men.

A marketeer will tell you just how important differentiation is. And it doesn’t apply to just products – it applies to Cities and places too. This week I saw that one of our neighbouring cities are heading off to MIPIM next year and on the front page of their brochure they have proudly announced that they are ‘open for business’.

Nottingham has so many great messages we have to be careful about being all things … I can only suggest that ‘open for business‘ message is the antithesis to differentiation. We mustn’t use it. Even when others do!

PS – you will need to raid the piggy bank of £2,750 for the camera!