Jonathan Salem Baskin: Customers, Not Conversations - How Kodak Blew It

Kodak has been heralded for its work in social media, even writing a social media tip book. But recently Kodak filed for bankruptcy protection. As a kid I enjoyed photography as a hobby and the excitement of developing and seeing my photographs. Jonathan wrote a piercing blog post on his blog Dim Bulb about the disconnect between branding/marketing efforts at Kodak and the reality of a market that was changing at blinding speed. It's not that Kodak couldn't create innovative solutions, it's that they couldn't "market its way out of a paper bag".
"Its mainstream marketing was traditional to the point of irrelevance. Tag lines like “Take Pictures Further,” “Share Moments, Share Life,” and “A Kodak Moment” (the last of which dated from 1961) were catchy but had no legs, no motivational purpose for the brand other than being memorable. It looked good, like pictures, but there was nothing about the marketing that was uniquely Kodak, let alone uniquely prompting to purchase. Fuji or any other brand could say the exact same things.
If the goal was measuring conversations, the social media effort was a wild success and elevated the careers those involved. If the goal was to sell more stuff, not so much. Sounds to me there was a disconnect between the business goal and the marketing goal. Is your message memorable but not motivational? Is your marketing unique or can your competitor's say exactly the same thing? Read all of Jonathan's blog post here
David Daniels

David Daniels


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