the morning's keynote presentations, which brought up a lot of questions about brand
strategy and design.
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.
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.
into a part of education they could impact children growing up in schools and they
would become a big art of the education system.
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.
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.
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.
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.