Kodak: Still Trying to Reinvent Itself

The market got a little nervous last week when Kodak tapped into its 160 million dollar credit line. After all, why should they what with the economy doing so well?

Apparently, Kodak is planning to sell off some of its 1,100 patents, which it hasn’t quite gotten around to yet. They’re also hiring a consulting firm to help them re-invent themselves. Then of course there are the rumors of bankruptcy filings.

Personally, I think Kodak is too big to fail. It’s an American icon. And for it to go away would be a poor, poor reflection on this nation. With a brand that strong, you really have to really be doing something wrong to go under.

What I don't understand is why 90% of all flash memory cards aren’t branded Kodak. Why Kodak printers haven’t dominated the marketplace. Why Kodak doesn’t make a killer digital camera. I bet if they came out with a Digital Retina, with retro styling and Fujifilm X100-like features they’d sell like hotcakes. I’d certainly buy one.

What Kodak needs is a killer product and a tenacious marketing campaign. But even more importantly, they need to get a clue. I spoke with a Kodak rep not too long ago who couldn’t even tell me the resolution of the film scanners used in their film processing machines. They’ve rested on their laurels for far too long. Perhaps this is a poorly-received sign that change is on its way.