Keeping a brand fresh - Is Kodak still hip?

Everyone knows Kodak. Everyone knows what they offer. They're your grandfather's camera. Forty years ago, everyone wanted a Kodak and no one would think of using anything but Kodak film. Photography was Kodak -- Kodak was photography. They owned it.

Kodak's challenge today is how to keep alive the very strong brand of Kodak and also embrace the changes around them. (Digital cameras, electronic photo sharing, etc.) Kodak's brand never grew with the changes in technology. It's not just about product and features; it's about attitude and the message they're sending. Kodak isn't new. Kodak is no longer leading. Today, everyone knows Kodak is not the place to go for advanced technical photography -- or is it?

There are signs of new life in Rochester and a new in-house produced video is ranking high on viral video charts. While people are laughing at the company cleverly poking fun at itself, they're also getting a look at how the company's technical advancements are as relevant today as ever -- all wrapped up in a reaffirmation of the brand's basic message.

The video was created by an internal marketing group and Kodak's agency, Partners & Napier, Rochester, N.Y. Consumers and bloggers are loving it. Comments on YouTube include: "I'm a Kodak lover all over again. Gotta love a company that can make fun of itself." In case you haven't seen it, click here to view video.

Of course, great branding won't take you far unless the product lives up to the hype. If Kodak is ready to embrace the changes in the industry that left them lagging behind, they could drive their brand to the forefront once again.