Brand Buzz: Looking Back to Move Forward
Brand Buzz with Jaci Russo on 96.5 KPEL is now at 7:40AM every Monday, so be sure to tune in on your way to work.
Here’s what we’re covering on Monday, September 8:
Kodak is the company that our parents and our grandparents bought cameras and film from. It’s a brand that carries with it a legacy of nostalgia and Americana. And it just rebranded.
The rebrand [by BIG (Brand Integration Group, Ogilvy & Mather)] stays true to Kodak’s essence, while updating the look and feel. It’s almost a slight-of-hand rebrand with only a few minor tweaks, but when I first saw the logo and system I outloud said, “Awwww.”
Seeing it conjured memories of winding and clicking a little disposable camera and opening a new pack of pictures from the Photo Tech. And I’m pretty sure that’s what the rebrand was going for: quiet oohs and aahs under your breath and a few moments thinking about the last time you held a Kodak camera or Kodak film. Because chances are, you did. And it was good.
The rebrand is a perfect blend of the past and present, which proves that, sometimes in order to look forward, we must first look back at where we’ve been. It’s an old adage, but it’s true—especially if you’ve got history with which to draw from.
Brands with history can sometimes “retrofit” a rebrand to remind people of why they first fell in love with them. Brands like 7-Eleven, The Brooklyn Nets, and Arby’s have all gone “back to the beginning” in their rebrands, respectively.
So if you’ve been around for a few decades and you’ve gone through a few logos, maybe it’s time to revisit the first one and see what you can make of it with some modern tweaks and cleaning up. You might fall back in love with the original. And maybe everyone else will, too.