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More on Polaroid

I actually worked for Polaroid for a couple of months a few years ago, working on an email-marketing strategy for their consumer and pro photog lines.

To say they didn't understand the fix they were in back then is an understatement. Their customer database was disorganized and nigh useless, they had no concrete e-marketing plan and their management was still believing they were a major player in the consumer photography market.

When you put out an email to your customers telling them how your brand was one of the most-recognized on the planet, you know the end is near.

And it's not like they didn't see this coming. Polaroid was one of the first with a prosumer digital camera, yet somehow they managed to squander that lead and now are fighting for marketshare with all the other camera and electronics manufacturers out there.

If they're smart, they'll still try to capitalize on what Polaroid means to we Gen-Xer's. License the Polaroidnizer and make it viral. Sponsor a Flickr contest. Work with phone manufacturers to brand cellphone cameras as Polaroids. The electronics gig is nice and it's selling a lot of DVD players, but how much of that is based on price, and how much on brand name?

“More on Polaroid”

  1. Blogger Exurban Jon Says:

    Last summer, I bought a cheap portable DVD player prior to our family vacation. The brand happened to be Polaroid.

    I could see at the time that Polaroid must have been in the final stages of branding: selling off your name to the highest bidder for unrelated product lines.