This is a free excerpt from the AdNews November issue. To read the full article download a digital version of AdNews or subscribe to the print edition here.
No brand wants to be Kodak. Its downfall is a business school and branding case study for what not to do. It's a lesson in failing to innovate and being disrupted to the brink of death. But now the brand is back, garnering more than a billion dollars in revenue and focusing firmly on the future. Global CMO and president for the consumer and film division, Steven Overman, sat down with AdNews to discuss Kodak's comeback.
"Everybody likes a comeback story and Kodak has some really exciting products and services to offer to the market today. We saw at the beginning of this year an unprecedented level of support for a product we launched at CES, our Super 8 camera. When we first decided that we were going to create a hybrid digital and analogue camera and introduce it to the world at CES we thought we would get some interest from die hard creative people, what we didn't expect is that Kokak would out trend CES itself on social media channels."
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