When the Italian photographer Oliviero Toscani, best-known worldwide for designing controversial advertising campaigns for the Italian brand Benetton, stated “Siamo tutti fotografi” – “Each one of us is a photographer”, he perfectly described the situation of today’s society. Because of the ubiquity of digital cameras and the extensive spread of image-based social networks and photo-sharing tools, photographs are everywhere. This study generates knowledge about the evolution in consumers’ attitudes and behaviours caused by the digitalisation of photography and the advent of social media networks. After providing some initial information concerning the consumer electronics industry, which sees Canon as the market leader, the current research has the purpose to unveil the values, hidden thoughts and feelings of the members of the photography community based in Copenhagen and Milan. Furthermore, the brand Canon has been chosen to discover whether behind the brand there is a well-established brand community.