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

1. Keynote
Address
Jeffrey
W.
Hayzle4
@jeffreyhayzle4
www.facebook.com/jeffrey.hayzle4

2. Adapt or Die
• A true story…
• We did it
• We had to
• Its easier for you

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. 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. 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. 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. Total shift

8. Transforming

9. New Share Positions
80%
19 products
all with key
market share
positions . . .
#1, #2 or #3!!!

10. Totally new biz model

11. Scale

12. What we do & how we do it

13. Be clear . . .one DNA

14. Brand Transformation

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. Look pretty in the mirror

17. Get a Personality

18. Get Social
• The Four E’s
• Engage
• Educate
• Excite
• Evangelize
What
is
your
ROI?

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
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. Engagement
is
the
new
ROI
So,
what
is
your
Return
on
Ignoring?

22. 22
The
Next
“Z”
–
Doh!

23. Sell it

24. Your own 118

25. State the difference

26. Why it’s important

27. Tell them what they miss

28. Remind them again

29. State Your Value

30. Mirror Wisdom
In good company