Kodak Branding Strategy | Jeff Hayzlett, Kodak

•

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iStrategy

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

Business

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

New Share Positions
80%

19 products
all with key
market share
positions . . .
#1, #2 or #3!!!

Shifting the view
•  Old

–  Trustworthy

–  Reliable

–  Caring
&

Human

–  Prints
&

Memories

–  Film
Roles

–  TradiMonal

–  Not
High
Tech

.

•  New

–  Trustworthy

–  Reliable

–  Caring
&
Human

–  Digital,
Prints
&

Memories

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

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”

Engagement
is
the
new
ROI

So,
what
is
your
Return
on
Ignoring?

What's hot

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