My personal life certainly. I'm well aware of both companies, but what do Fuji do that is as recognisable to many of the general public as the watch on their wrist or the mapping device in their car? Some might own a Fuji brand camera, printer or other device, might put fujifilm brad paper in their printer, etc, but they probably aren't significantly aware of the rest of the business. I'd wager that the average person on the street is more aware of Garmin.
Some older people will probably have Fujifilm burned into their cortex because they made a lot of very popular film types for cameras back in the day, and if you were just somewhat serious about taking photos, film type was a big deal. At least I guess that's why it feels like that to me, too, even though it's definitely no longer true.
