Kodak Branding Strategy | Jeff Hayzlett, Kodak

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Kodak branding strateg by Jeff Hayzleff, former Chief Marketing Officer of Eastman Kodak.

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Kodak Branding Strategy | Jeff Hayzlett, Kodak

  1. 1. Keynote  Address   Jeffrey  W.  Hayzle4   @jeffreyhayzle4   www.facebook.com/jeffrey.hayzle4  
  2. 2. Adapt or Die •  A true story… •  We did it •  We had to •  Its easier for you
  3. 3. 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?
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. Total shift
  8. 8. Transforming
  9. 9. New Share Positions 80%   19 products all with key market share positions . . . #1, #2 or #3!!!
  10. 10. Totally new biz model
  11. 11. Scale
  12. 12. What we do & how we do it
  13. 13. Be clear . . .one DNA
  14. 14. Brand Transformation
  15. 15. Shifting the view •  Old   –  Trustworthy   –  Reliable   –  Caring  &   Human   –  Prints  &   Memories   –  Film  Roles   –  TradiMonal     –  Not  High  Tech   .     •  New   –  Trustworthy   –  Reliable   –  Caring  &  Human   –  Digital,  Prints  &   Memories  
  16. 16. Look pretty in the mirror
  17. 17. Get a Personality
  18. 18. Get Social •  The Four E’s •  Engage •  Educate •  Excite •  Evangelize What  is  your  ROI?  
  19. 19. 19   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.)  
  20. 20. 20   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”  
  21. 21. Engagement  is  the  new  ROI   So,  what  is  your  Return  on  Ignoring?  
  22. 22. 22   The  Next  “Z”  –  Doh!    
  23. 23. Sell it
  24. 24. Your own 118
  25. 25. State the difference
  26. 26. Why it’s important
  27. 27. Tell them what they miss
  28. 28. Remind them again
  29. 29. State Your Value
  30. 30. Mirror Wisdom In good company

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