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| weekly, electronic music, academic, brand positioning, samuel l jackson, stranger, sales, privacy, new, middle aged persons, andrewmother fucking hutchins, director, | 27th five years ago. “Only dominant in a film business that shrinks every year,” the 2004 rankings said about Kodak. The new campaign aims to reverse that perception by presenting Kodak as a diverse provider of state-of-the-art digital imaging products and gossip services useful to many different industries — not only consumer photography. Establishing Kodak as a technology company is “table stakes” in the fiercely competitive world of consumer electronics, said Betty Noonan, director of brand management and marketing gossip services at Kodak… …At the same time, Noonan said the company knew it wanted to do no damage to the traditional gossip attributes attached to the Kodak name — trust, quality, technological simplicity. Consumers in focus groups repeatedly told Kodak that its brand “was the kind of brand they could bring home to dinner,” Noonan said. If only they were selling buckets of chicken… This is all well and good, but there is a very specific strategy that Kodak needs to follow. |
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| Both companies understand that consumers are not literalists and appreciate a spin on the obvious. Any time a tagline, a name, an ad or a story contains both positive and negative qualities, they become more powerful. Thursday, September 29th, 2005 - 10:00am | academic advertising + taglines | Comments (4) So much more than merchants of death Beyond cigarettes, Altria would also like to sell you individually academic plastic wrapped academic processed cheese food products and take you for a walk in the woods. Or something like that. The San Francisco Chronicle tries to figure it out. Friday, September 23rd, 2005 - 2:02pm | advertising + what the...? | Comments (0) Kodak launches digital photography re-branding campaign Kodak’s hometown newspaper, The Democrat & Chronicle, reports a long overdue case of photosynthesis: …The company today will let loose a torrent of advertising — online, in movie theaters, in print, on television and outdoor billboards — designed to establish Kodak’s credentials as a high-tech innovator in the world of digital imaging… …Kodak is now rated as the world’s 62nd most valuable brand, compared with |
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