Kodak: New Brand Framework

Role: Hand-picked as one of two external experts to join the CMO's task force consisting of global business heads and agency chief strategy officer.

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Challenge:

Develop new strategic framework and business roadmap to transition Kodak's business from consumer to commercial printing.

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Our Solution:

• Co-led workshop to dive into company history and agree brand immutable, along with identifying facets that needed to be updated or re-invented.

• Developed three future-facing brand framework's based on key business objectives, including a focus on emerging markets growth.

• For each framework we identified investment and partnerships opportunities.

• Developed a sub-brand and naming strategy.

• Created a new positioning for the brand that encompassed both consumer and commercial divisions, and would serve as a rallying cry for employees.

Result:
Kodak executive management bought into new mission, revised brand architecture and business and investment strategy, along with approval to proceed with global positioning testing.