Printing Impressions

You will be automatically redirected to piworld in 20 seconds.
Skip this advertisement.

Advertisement
Advertisement
 
Tom Marin

Building Brands

By Tom Marin

About Tom

Tom Marin is the managing partner of MarketCues.com and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

 

A Kodak Moment Come and Gone

 
Keep it forever. Keep it Kodak.
Keep me. Protect me. Share me.

I want to be fair, but at the same time focus on reality. “Keep me. Protect me. Share me.”—along with the other tagline above—were the words Kodak chose as the theme of its 2005 ad. What a shame it didn’t see past this excellent campaign to the company’s next gigantic breakthrough. As this tale shows, having one idea is enough if you know what to do with it.



Arguably one of the most venerable and cherished brands ever, Kodak, after all, was the company that invented the first functioning consumer film camera in 1888. Its dry, transparent and flexible photographic film began the production of “rolled photography film.”

In 1986, Kodak invented the world’s first megapixel sensor, capable of recording 1.4 million pixels that could produce a 5x7˝ digital photo-quality print. Commonly known today as a digital camera.

Many would argue that both of those technologies were world-class breakthroughs on the order of the personal computer or the automobile. What strikes me as truly incredible is that the above television ad Kodak commissioned in 2005 had the embedded idea of storing photographs in a “gallery” and if someone had just thought one step further, the company could have captured the digital online storage market segment.

And yet, even with more than a 100-year head start providing a tail wind, Kodak was unable to steer a course into the future. Watch the ad and decide for yourself. How smart and close was it, and yet how far away from executing the next big idea?

We’ve all benefited from Kodak’s remarkable inventions and use them every day. Those of us in the strategy business should take note and learn from both the successes and failures of this awesome company.

******
Tom Wants To Hear Your Branding Issues:
Tom Marin, Managing Partner of MarketCues, wants to hear from you! Follow MarketCues on TwitterOpens in a new window for branding and social media tips - as well as the latest trends. Tom also welcomes emails, new LinkedInOpens in a new window connections, calls to 407.330.7708 or visit www.marketcues.comOpens in a new window. How can he help solve your branding issues?

Note: If you are a printing company or product/services company serving the print-media market, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.
 

Companies Mentioned:

Industry Centers:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: