Kodak Branding Strategy | Jeff Hayzlett, Kodak
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Keynote Address Jeffrey W. Hayzle4 @jeffreyhayzle4 www.facebook.com/jeffrey.hayzle4
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Kodak branding strateg by Jeff Hayzleff, former Chief Marketing Officer of Eastman Kodak.
Transcript of Kodak Branding Strategy | Jeff Hayzlett, Kodak
Keynote Address Jeffrey W. Hayzle4
@jeffreyhayzle4
www.facebook.com/jeffrey.hayzle4
Adapt or Die
• A true story… • We did it • We had to • Its easier for you
Proof of Life
• Why are you in the game?
• Passion is NOT a substitute for planning - Pheasants are not forever
• The new elevator pitch - Your 118?
Leadership
• Big macs are worth the wait - Set clear COS (conditions of satisfaction)
• Causing tension
• Be who you are. . . - We love you but we’ll miss you
• No one is going to die
Six Rules to Remember
• Ask employees • Involve everyone and make it a priority • Chart progress • Reward good behavior, confront bad • Fire People. . .and some customers • Remember: Mood is everything
The Bottom Line
• Better is better. . .grow or die
• Buzz is not sales - A brand is not bought
• What is your operating philosophy? - FAST
• Never Compete on Price - Four File Cabinets of the Apocalypse
Total shift
Transforming
New Share Positions
80% 19 products all with key market share positions . . . #1, #2 or #3!!!
Totally new biz model
Scale
What we do & how we do it
Be clear . . .one DNA
Brand Transformation
Shifting the view
• Old – Trustworthy – Reliable – Caring & Human
– Prints & Memories
– Film Roles – TradiMonal – Not High Tech
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• New – Trustworthy – Reliable – Caring & Human – Digital, Prints & Memories
Look pretty in the mirror
Get a Personality
Get Social
• The Four E’s • Engage • Educate • Excite • Evangelize
What is your ROI?
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MarkeMng via Social Media
Drives value:
• a new plaZorm to amplify our messages
• where the customers are • rich conversaMons with communiMes
• low barrier to entry & cost • fast. . .faster. . .then FASTEST • seen as a leader in the industry • great brand associaMons (Google, Dell,
Facebook, Yahoo!, LinkedIn, Southwest, Oracle, Coke, etc.)
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The new numbers • Scale
– FB 450 million and growing, 70% outside of US – Twi4er has 40+ million, skyrockeMng 2,565% growth – Global penetraMon 500K new people a day on Net, 2X in 3 yrs – 15.5 million acMve blogs
• Reverb -‐ Message x Followers, Friends, BFFs, etc.
• Press materials+. . .step and repeat
• Engagement -‐ video x view x 6me
• Quality vs. QuanMty – Content versus impressions
• Old vs. New -‐ “Eyeballs and Ears versus Hearts and Minds”
Engagement is the new ROI
So, what is your Return on Ignoring?
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The Next “Z” – Doh!
Sell it
Your own 118
State the difference
Why it’s important
Tell them what they miss
Remind them again
State Your Value
Mirror Wisdom
In good company
