Kodak blew it when it failed to capitalize on the digital camera, but it is trying to leverage the Kodak name in a new area beyond film. The company is now promoting its digitizing services, transferring videos, movies, prints, and slides into formats that are more easily viewable on today’s technology.
For the older generation, who likely has family treasures in these formats, the Kodak name will be trusted. The advertising certainly reflects that, including: “Protect your memories with the brand that invented film,” and “Following in the footsteps of millions who trusted Kodak to develop their film by mail.”
Think about what you were known for and consider whether you can leverage your reputation or assets in a way that addresses modern needs. Maybe Kodak can digitize your organization’s past resources to make them accessible today!
