One of the earliest birthday gifts I remember getting was a 110mm camera from my 6th grade math teacher in Middle School. If that happened today, someone might report it to the principal but the reason was simple, we had the same birthday (and I like to think that I was his favorite student). I thought nothing of it but it was all I could talk about for years. I loved that thing! I never ended up managing how to take a good picture of everyone without cutting off their heads but it was something I kept dear to me even after the back piece fell off.
As soon as I got that camera, I remember how I couldn’t wait to get to FedCo where I also got my first Kodak film. At the time, Kodak was huge. Photo taking was synonymous with the name so imagine my amazement when I opened my email the other day to see that Kodak Gallery was being eliminated for good. I have to admit that I was not an avid user of it but it does beg the question…why not?
One Word Brands
Disney. Nike. Coke. Twitter. Cartier. When we hear these names, we immediately know what they are and who they represent. At one point the brand recognition of Kodak was high. You knew what it was and if you needed anything that had to do with pictures, Kodak was the brand you went to. I imagined it to be utilized as a part of everyday speech like we do when saying “Google Me”, I’m Facebooking”, or as my mother used to say, “Get me the Kotex”. So what happened? Now don’t get me wrong, it is still a household name but what happened to its sustainability? According to Avi Dan, from Forbes.com, Kodak failed with their marketing approach. Even after inventing the first digital camera in 1975, they neglected to adapt to the changing times and follow the necessary progression of film processing (Avi, 2012).
Even though we all know who Kodak is, the point still remains that they have filed for Bankrupt. Anyone wanting to go to Kodak Gallery will now need to see Shutterfly. As we continue to emerge into a society that is dependent on the newest and brighter things as they arise, we seek mediums that will allow us to do so. MySpace didn’t work, because it too limiting as compared to Facebook. Below are some Kodak Gallery alternatives that have been able to keep up to the demands (Petronzio, 2012)
- We all know what Google is, so their newest version of Picasa is connected with their Google+ which allows for easier uploading and sharing.
- Snapixel allows you to have 5GB of storage and immediately connects you with Twitter.
- As a file sharing website Flickr gives you the common usability’s in addition to clearly defining copyrights.
- As much as we are in a social media craze, SmugMug allows you to share your photos directly and through email. Being able to back up your information is a straight they also advertise.
- For those who do not want to deviate from the Kodak Gallery format, WinkFlash offers free unlimited photo storage with options to create photo booking projects.
- Then for those who don’t want to do any work like me, we’ll just let our information roll over into Shutterfly.
In Brand Media Strategy, Anthony Young tells us that in addition to getting a feel for a customers’ emotional response, a brand media strategy needs to offer a unique space for the brand to occupy and own (Young, 2010). Kodak lost focus of what its customers needed and fell victim to a lack of popularity due to companies such as Canon and Sony. By being unable to get with the digital age in time, we as consumers were unable to get with them.
It’s all sad really, but that’s life. I’ve been told that relationships change with time, they only last if you learn to adapt and except that change. If I can go back, I’d advise Kodak (and while we’re at it FedCo) of that tidbit information.
Avi, D. (2012, January 23). Forbes. Retrieved from http://www.forbes.com/sites/avidan/2012/01/23/kodak-failed-by-asking-the-wrong-marketing-question/
Petronzio, M. (2012, May 27). Mashable.com. Retrieved from http://mashable.com/2012/05/27/kodak-photo-sharing-sites/
Young, A. (2010). Brand media strategy: Integrated communications planning in the digital era. New York: Palgrave Macmillan.