KODAK Picture Maker

Making the complex understandable
Using technology to streamline sales
Making the complex understandable

When first introduced in the mid-90's, the KODAK Picture Maker was an unprecedented success, and competitors soon entered the fray with their own, more progressive kiosks. This led Kodak's R&D teams to begin working on a new product line with more advanced product features. It also caused Kodak to flinch - questioning the relevance of the brand's trade dress versus the high-tech feel of competitive offerings.

Challenges

The proposed KODAK Picture Maker boasted a robust feature set, perfectly adaptable to each customer's unique needs. However, this also turned a simple product offering into a complex and difficult selling proposition. At the same time, the industrial designers were introducing form factors and trade dress that mimicked their high-tech competitors, stating that Kodak's trade dress "just doesn't work" in this category. Forward was called in to help the Kodak marketing team make sense of it all…

Forward Thinking

After meeting with the commercialization team, Forward recognized that many of the features could be packaged in bundles. With this understanding, they worked with the Kodak team to establish a simple portfolio architecture and naming system, with configurations targeted to specific markets. They also worked with the industrial designers to introduce new design cues that presented Kodak's advanced technologies in a more approachable form - all held together by a consistent well-branded identity and trade dress system.

Results

Today KODAK Picture Makers enjoy unprecedented market dominance and growth, thanks in no small part to Forward's commitment to strongly branded trade dress. In addition, a series of interactive sales tools developed by Forward have served to educate sales personnel and prospects alike on the many options and advantages of the offering, while maintaining the simple, engaging selling story that led to the kiosk's success in the first place.

 
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