Kodak is an awesome Case Study in branding. What was once one of the most powerful brands in the world, today seems to barely clinging to existence.

Sure, they face some massive changes in technology which went to the core of their legacy business.

But, maybe if they had a clear, over-arching brand definition, they would've been able to better identify new opportunities and navigate the changing landscape.

The best brand definition is broad enough to do that, yet narrow enough to provide focus for the current business.

#branding #marketing #technology #adaptability