Kodak Rebranding Strategy Book

oda Brand Strategy Kodak’s Brand History Exploration and Rebranding Strategy

Background BRAND HISTORY TIMELINE LOGO EVOLUTION

1

“You press the button, we do the rest.”

— George Eastman

BRAND HISTORY BRAND STRATEGY BOOK

Kodak The Rise and Fall of a Camera Giant.

With the slogan “you press the button,

market share. Kodak’s revenues reached

we do the rest,” George Eastman put the

nearly $16 billion, its stock exceeded $90,

first simple camera into the hands of a

and the company was worth over $31

world of consumers in 1888. In so doing,

billion. The Kodak brand was the fifth most

he made a cumbersome and complicated

valuable brand in the world.

process easy to use and accessible to nearly everyone.

Just as Eastman had a goal to make

Downfall Despite helping invent and lead the

photography “as convenient as the pencil,”

photography revolution with cameras

Kodak continues to expand the ways

and services, Kodak never found a

images touch people’s daily lives.

cash-cow to replace film. From 2003 to 2011, Kodak shed 47,000 jobs, 13

The Peak

manufacturing plants and 130 processing

From its inception, Kodak dominated

labs. It has not made an annual profit

the American photography industry. As

since 2004 and its cash reserves were

late as 1976, Kodak commanded 90%

soon depleted.

of film sales and 85% of camera sales in

In July 2011, Kodak started trying

the U.S., according to a 2005 case study

to sell its many patents but found no

for Har-vard Business School. By 1988,

immediate buyers. On January 19,

Kodak employed over 145,000 workers

2012, Kodak chose to enter Chapter 11

around the world.

bankruptcy and its formerly blue-chip

1996 was the peak year for Kodak. The company had over two-thirds of global

stock was delisted from the New York Stock Exchange.

05

Kodak released its $1 Brownie camera, making photography available to the masses.

Worldwide, the company employed 128,000 people, 30,000 work in the 195 buildings at Kodak Park, Rochester, NY.

1900

1980

BROWNIE CAMERA DEBUTS

EMPLOYMENT PEAKS

1888

1969

INTRODUCING KODAK

KODAK GOES TO THE MOON

The name “Kodak” was established and the first Kodak camera was placed on the market.

Neil Armstrong set foot on the moon, carrying with him a specially made Kodak camera and film.

BRAND TIMELINE BRAND STRATEGY BOOK

U.S. Bankruptcy Judge said, “Kodak’s decline and bankruptcy is a tragedy of American economic life.”

2013 BANKRUPCTY PLAN APPROVED

Timeline 2009

The rise and fall of a legend.

KODACHROME DISCONTINUED

The Eastman Kodak Company (Kodak) is

Kodak stopped selling its 35mm Kodachrome color film, concluding its 74-year run as a photography icon.

produces imaging products with its historic

an American technology company that basis on photography. Kodak provides packaging, functional printing, graphic communications and professional services for businesses around the world. During most of the 20th century, Kodak held a dominant position in photographic film.

However, Kodak was going downhill later on, and finally filed for bankruptcy protection in 2012 and was approved in 2013.

07

Logo Evolution The Kodak logo is recognized for its strategic color scheme. The color scheme involves the use of only red and yellow.

Red dominates due to its overwhelming use in the design. Yellow is sparingly used but it catches the eye.

Circa 1907

Circa 1935

1960

1917

1987

2006

LOGO EVOLUTION BRAND STRATEGY BOOK

The Evolution of the Kodak logo began in the nineteenth century and continues today.

2016

9

Competitors DIRECT COMPETITORS ANCILLARY COMPETITORS FUTURE COMPETITORS

2

Direct Competitors Businesses that make cameras and are competing for the same potential market.

· Quality film cameras · Top-of-the-line instant and lomo cameras · Competitive · Low to medium price range

· · · · · ·

Quality photography since 1984 Diverse collection of cameras Top-of-the-line, high-end lenses Stunning, high-contrast images Product quality control More affordable camera lenses

· · · · ·

· · · · ·

Futuristic and innovative Pioneer in full-frame mirrorless cameras Premium compact digital cameras Competitive DLSRs Medium price range

One of the top camera brands Produces some of the sharpest digital images Exceptional low-light performance Compatibility with vintage F-Mount lenses More affordable quality camera bodies

DIRECT COMPETITORS BRAND STRATEGY BOOK

This group of competitors largely reflects the cameras industry.

· Pioneer in weatherproof DSLRs · Universal K-mount for old lenses · In-body stabilization · Medium to high price range

· · · ·

Popular choice for action cameras Light, compact, and rugged build Mountable on almost anything Wide selection of accessories

· Beautifully-crafted, durable cameras · Compact and portable · Superior image optics · Quiet action · Prestigious M-series

· Pioneer in mirrorless cameras with interchangeable lenses · Provides evolving camera systems · Products are sturdy, compact · Low to medium price range

13

Ancillary Competitors Businesses offer products or services that, although different, might fulfill the same consumer need.

Xerox, an American global corporation that sells print and digital document solutions, and document technology products in more than 160 countries.

HP, an American technology company which develops personal computers (PCs), printers and related supplies, as well as 3D Printing solutions.

Epson, a Japanese electronics company and one of the world’s largest manufacturers of computer printers, and information and imaging related equipment.

Brother, a Japanese multinational electronics and electrical equipment company. Its products include various types of printers and other computer-related electronics.

ANCILLARY COMPETITORS BRAND STRATEGY BOOK

This group of competitors represent the photo/motion related businesses.

Toshiba, a Japanese company with diversified products and services include information technology and communications equipment and systems, consumer electronics and so on.

iPhone, a line of smartphones designed Apple.

Entertainment-wise, an iPhone can shoot video, take photos, play music, and share in social networking with apps.

YouTube, an American video-sharing website that allows users to upload, view, rate, share, add to favorites, report, comment on videos, and subscribe to other users.

SanDisk, a American manufacturer of flash memory products, including memory cards and readers, USB flash drives, and solid state drives, widely for digital cameras.

15

Future Competitors Businesses offer products or services in cloud storage, photo/video sharing social networking and creation of multimedia and creativity software.

Google Drive, a file storage and synchronization service developed by Google.It allows users to store files on their servers, synchronize files across devices, and share files.

Dropbox, a file hosting service operated by American company Dropbox, Inc., offers cloud storage, file synchronization, personal cloud, and client software.

Dribbble, an online community for showcasing user-made artwork. It functions as a self-promotion and networking platform for graphic design, web design, illustration, photography, and other creative areas.

Behance, an online platform that enables creative professionals to showcase and discover their work via online portfolios. Companies explore the creative work and access talent on a global scale.

It is owned by Adobe.

FUTURE COMPETITORS BRAND STRATEGY BOOK

This group reflects ways to store, share and professionally process “the moments�.

Pinterest, a web and mobile application company that operates a software system designed to discover information on the World Wide Web, mainly using images and on a smaller scale, GIFs and videos.

Flickr, an image/video hosting service. In addition to for users to share and embed personal photos and an online community, the service is used by photo researchers and bloggers to host images that they embed in blogs and social media.

Adobe Creative Suite (CS), a software suite of graphic design, video editing, and web development applications developed by Adobe Systems, consisted applications that are the industry standard applications for graphic design.

iMovie, a video editing software application owned by Apple. With it, users can edit photos/ videos, add titles, themes, music, and effects including basic color correction, video enhancement and transitions such as fades and slides.

17

Reposition BRAND SOUL STATEMENT NEW MISSION STATEMENT

3

REPOSITIONING STATEMENT FUTURE POSSIBILITIES AUDIENCE PROFILES

Share the Moments.

BRAND SOUL

NEW MISSION BRAND STRATEGY BOOK

New Mission to share the moments.

At Kodak, we aim to provide creative professionals with many new ways to capture, store, process and share images and videos as memories, information, portfolios and entertainment anywhere anytime.

21

Past A Camera giant and a great inventor.

In the past, Kodak was the world’s largest photography company. It had developed and released countless innovative products and technologies that helped elevate the photography industry, and affect other industries.

Kodak had played an important role in the overall history of the world and in the timeline of photographic history.

REPOSITIONING BRAND STRATEGY BOOK

Repositioning for new Kodak

At Kodak, we devote ourselves to help people – consumers and professionals alike – capture life’s most important moments.

We used to make cameras and films, but we are now broadening our mission to provide creative professionals with many new ways to store, process and share images and videos as memories, information, portfolio and entertainment anywhere anytime. Now, Kodak will offer an engaging social networking platform, large-capacity storage solutions and a set of professional creative applications.

We are always here to empower the creative community, help creative professionals to share and push their ideas forward.

23

Future Powerful integrated moment sharing tools

In the future, Kodak is going to become the most powerful integrated sharing system for creative professionals. The seamless data synchronization will provide creative professionals with the best efficiency and usability in storing, editing and sharing moments.

Kodak Share system help creatives professionals store, process and share images and videos as memories, information, portfolio and entertainment anywhere anytime.

FUTURE POSSIBILITIES BRAND STRATEGY BOOK

Kodak Share Integrated moment sharing system

Kodak Share is an integrated sharing system includes an engaging social networking platform for creative professionals, a largecapacity storage solutions (Back-up devices and cloud storage services); as well as a set of professional creative applications. The most powerful function is all the files can seamlessly sync up on these three products and services with a Kodak account.

25

Audiences We care for all of you.

We are here to empower the creative community, and help creative professionals to share and push their ideas forward.

27

Food Blogger Mark Wiens Age: 32 Income: 200K Marital Status: Married Location: Chiang Mai, Thailand

Mark Wiens is a famous full-time travel eater. He and his wife Ying spend most of their time travelling around the world, researching and eating good food. They take photos and blogging about food and make food videos on YouTube. They strive to provide authentic food and travel information, through blogs and videos, and to also connect with people through the food they eat. Their lives are all about eat, fun and share.

TARGET AUDIENCE #1

AUDIENCE PROFILES BRAND STRATEGY BOOK

29

Professional Traveller Daniel James Age: 29 Income: 250K Marital Status: Single Location: Boston, MA

Daniel James is obsessed with exploring the world, meeting people on the road and can usually be found lost and attached to a camera. He has visited 50+ countries and aim to share the best travel tips, stories and guides on his blog. Travel for Dan is about education and the people he met always make the trip, that’s why he usually like to fly solo – it makes it heaps easier to connect with the locals and get an inside look at a destination.

TARGET AUDIENCE #2

Graphic Designer Taylor Ng Age: 26 Income: 80K Marital Status: Single Location: HongKong, China

Taylor Ng is a graphic designer working at a PR company. Her daily job is to work with the sales and clients and make all kinds of graphic design (posters, flyers, banners and ads on publications).

Taylor’s work involves lots of file transfer and sharing with colleagues and clients, as well as social media which is the major medium for promoting her clients’ businesses. She is also a web designer by night.

Taylor helps new small businesses build their websites.

TARGET AUDIENCE #3

AUDIENCE PROFILES BRAND STRATEGY BOOK

31

Wedding Photographer Jenna Quenga Age: 36 Income: 220K combined Marital Status: Married Location: San Diego, CA

Jenner Quenga is a wedding photographer works for ABM Photography in San Diego, CA. She loves photography because she thinks photography allows her to freeze time and illustrate moments that will be shared and treasured for generations to come.

She believes that photography is a field that is so rewarding and constantly evolving - it’s truly a great adventure. With her team, Jenna strives to produce visual stories of weddings in a more emotional and artistic way.

TARGET AUDIENCE #4

Design Student York Sin Age: 19 Income: 20K Marital Status: Single Location: San Francisco, CA

York Sin is an international student from HongKong, and now studying interior design at a design school in San Francisco. His family and friends are always missing him, so he loves to share his overseas campus life with them via social media. He is a very talented young designer, and his design works were appreciated by his instructors and fellow students. He often takes photos of his works with his phone and posts them online as well.

TARGET AUDIENCE #5

AUDIENCE PROFILES BRAND STRATEGY BOOK

33

Cartoonist Michael Palmer Age: 30 Income: 180K Marital Status: Single Location: Los Angeles, CA

Michael Palmer is a popular cartoonist. He likes to draw cartoons to tell stories, including everyday life, history and imitation of popular movies. What makes him special is all the figures of his cartoons are cats. He shares his work on Facebook, Instagram and gained many followers. Michael has a 3-year-old cat and a 1-year-old Shiba Inu. When he is drawing with his computer, they always come to play with him‌ He then takes videos during he is working and uploads them online. His fans love the videos of his life with his kitty and puppy.

TARGET AUDIENCE #6

4

Visual Inspiration BRAND GRIDS VISUAL KEYWORDS PIN BOARDS FOR KEYWORDS

Old Brand Grid camera, photography, profession, legend, vintage

Kodak

BRAND GRIDS BRAND STRATEGY BOOK

New Brand Grid sharing, experience, connection, design, modern

Kodak

37

Arc Lens Energetic Iconic integrated Connection Memorable Streamlined Exciting Bright Instant

KEYWORDS BRAND STRATEGY BOOK

Keywords For new Kodak

These visual keywords come from Kodak’s brand soul and reflect its future possibilities and the new brand mission statement.

39

Bright energetic, fun, friendly, welcoming, warm Pinterest board: Bright (clickable link)

Good use of negative space, which shaping the outline of the product. The theme of “nature” creates a refreshing, energetic feeling.

Beautiful color scheme creating a fresh, warm, cozy vibe. Nice typographic structure and hierarchy.

This design is full of energy and movement. It’s adventurous and fun. The logo design matches the theme very well.

Image group that shows happiness, warmness, energy, vividness and colofulness.

PINTEREST INSPIRATION BRAND STRATEGY BOOK

FONT and LOOK - spaced out bold text and overlapping. A nice mixture of playful, artsy, minimal styles.

Japanese style poster with the theme of Summer. Organic design, good typesetting.

This vivid color palette creates a happy, warm and joyful atmosphere. The rounded typeface for the logo is suitable for the brand image.

Nice modern color scheme and composition, which create the fun, playful but balanced feel.

The richness of the color scheme and botanic theme create a energetic and warm vibe.

The fresh and natural vibe creates brightness.

41

Arc mellow and full, soft, target, connection, path, streamline Pinterest board: Arc (clickable link)

The Golden ratio is a great guide for graphic design and layout.

Simple modern design: half circle, lines, grids and structured typography. Simple color scheme: blue+off white.

Good use of negative space, which shapes the curved road and creates the depth of field.

Simple but effective design.

Simple curvy shapes create a violin. Effective hierarchy and color scheme: blue +red+white on grey background.

beauty of simplicity and beautiful composition. The gold curved lines make the number “53�, which is also representing the moon.

Smart logo design using a known object for designers. It has balanced arrangement and good hierarchy.

PINTEREST INSPIRATION BRAND STRATEGY BOOK

Simple but effective color scheme. Good hierarchy. Smart way to indicate movement with the arcs and nodes.

Good use of positive and negative space. Simple curvy shapes make a silhouette of a building.

Yellow, white and dark blue has strong color contrast, which makes the text and graphic have strong legibility and clearness. The idea of the egg and the astronaut is creative, visualizes the title very well.

Beautiful way to present the halo. Simple design with dynamic text arrangement.

The “curve” makes a beautiful shape of a human face, perfectly integrated with the connected lines and dots.

Japanese style logo design for “KODA”. Nice color and typeface.

43

Connection continuous, related, repeated, matched Pinterest board: Connection (clickable link)

Dots and lines connecting to each other form the letterform.

Connecting the product to a root, showing the material used to make the product.

Continuous guidelines coming from outside of the paper. All elements are connected to each other by the grids, which creates structured layout.

Invisible connection through five seperated white triangles, making an “E”. It’s showing closure an a different way.

Brain logo design with the keywords of network, connection, puzzle, idea and creativity.

Using arrows to connect the letters, making the seperating letters form into words and a sentence. Interesting idea.

PINTEREST INSPIRATION BRAND STRATEGY BOOK

This theme represents soul connection, something deeper than words. This picture stirs feelings of warmth, openness, fragility.

The Chain Reaction Project branching out from a single unit.

The single unit in Chinese means People. Connect several units together form a chain.

Two different images connected together form a new “object�.

Two meanings/ideas form a new idea, creating a strong visual interest, and conveying strong messages to the audiences.

Simple connection happens on two letters, looks elegant.

A simple logo showing two parts connecting to each other.

45

Repositioning for new Kodak

At Kodak, we devote ourselves to help people – consumers and professionals alike – capture life’s most important moments.

We used to make cameras and films, but we are now broadening our mission to provide creative professionals with many new ways to store, process and share images and videos as memories, information, portfolio and entertainment anywhere anytime.

Now, Kodak offers an engaging social networking platform, large-capacity storage solutions and a set of professional creative applications.

We are always here to empower the creative community, help creative professionals to share and push their ideas forward.

REPOSITIONING BRAND STRATEGY BOOK

47

kodak rebranding 2018

Designed by Terry Wu MA Graphic Design

Instructed by Jeremy Stout GR 604 Nature of Identity Fall 2018 Academy of Art University

Photo Credit fotolia by Adobe