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FUSE 2015 Takeaways on Kodak with CUILLA ASSOC

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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 DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business
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 aciccatelli@iirusa.com. Follow her at @AmandaCicc

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