Relationship Era Marketing from an Unexpected Source – Kodak

Posted on 27. Nov, 2009 by Doug Levy in Blog, Brand Stories

Few companies have been hit as hard by the digital revolution as Eastman Kodak. For years, the company failed to adapt to the changes in its industry and clung to an old way of doing business. Now, perhaps out of sheer desperation, the company has embraced radical change.

At the recent ANA Masters of Marketing conference, Kodak’s CMO Jeff Hayzlett shared a hilarious video called Winds of Change.

In the Relationship Era, successful brands are authentic. With this video, Kodak found a fun and honest way to both acknowledge their slowness in evolving while putting forth a vision for a more digitally-adept Kodak. It’s some skillful Relationship Era marketing.

Enjoy!

[Read Winning in the Relationship Era to further explore how leading brands will flourish in a new era of marketing.]

Rating: 0.0/10 (0 votes cast)

Return to homepage

2 Responses to “Relationship Era Marketing from an Unexpected Source – Kodak”

W. Scott Booker

02. Dec, 2009

I think being trustworthy as a retailer is more important than ever. I see it even more in EMEA/APAC/LATAM than I do in the US. Consumers are much more critical of companies that they think are not being forthright and honest with them. And, when you are not, consumers can nail you on it much harder and faster than they ever have through the social networks such as Twitter, Facebook, etc. I think brands like Zappos and Amazon have proven that when you do things right by the consumer, it will pay off with sales, loyalty and profits.
Heather Hellman

13. Jan, 2010

That video was frickin’ great!!