Olympus gets tough with Stylus SW

It's not often that a company renames a product because it makes sense, but that's what Olympus has done with its Stylus SW line. Digital cameras that carry that label are designed to take a licking and keep on clicking. The cameras are shockproof, waterproof, freezeproof and crushproof. In other words, they're tough--although you wouldn't know it to look at their nameplate. So Olympus announced today that when it introduces the new models of these durable snappers next month at CES, they'll have a new name: Stylus Tough.

"Once our innovations moved beyond purely shockproof and waterproof--some Olympus cameras offer freezeproof and crushproof--the SW name became limiting," Olympus Imaging America Brand Marketing Executive Director Mark Huggins said in a statement. "The Stylus Tough brand will be more descriptive and visual, and will provide us with greater flexibility as we grow this and other camera lines."