A group of the FUSE 2015 attendees sat down to reflect on the morning’s keynote presentations, which brought up a lot of questions about brand strategy and design.
First, the group dove into the Kodak comeback story. One attendee suggested that Kodak should be a “moments company.” They should become more like Hallmark in that wherever there is a moment, Kodak is there to capture it and develop new technology in order to capture it.
Kodak has a long history of heritage where so many people recognize the logo and the brand and connect with it. It is smart for them not to ditch their past. So, why not leverage the memorable brand with other things? Currently across brands, there is a big movement of humanizing and connecting people along with the new technology.
Another attendee suggested that if Kodak could embed moments into a part of education they could impact children growing up in schools and they would become a big art of the education system.
Overall, the attendees agreed that Kodak has a very strong brand. They have trust and emotional connection with their customers, which is very hard to achieve. So, they could potentially even become a company like Kickstarter, where inventors go with new camera and film technology ideas.
A lot of brands get to the point where they need to transform when they see a decline in their business. Some brands like Old Spice and Cadillac, for example, transformed into meaning something completely different, although they are still the same brand.
Another thing to consider that an attendee brought up is brand versus product. At the end of the day, the product may not still be wanted while the brand is amazing. So, do you reinvent the category by coming up with a new product? Or do you reinvent the entire brand? That’s for you to decide.
About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big Design, Customers 1st, Digital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at firstname.lastname@example.org. Follow her at @AmandaCicc.