Log In | Become a Member | Contact Us

Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     European Coverage     Production Inkjet Analysis

Kodak's Chris Payne talks about their new tagline

Published on December 10, 2012

Chris Payne, VP of Marketing at Kodak, talks to Cary Sherburne about their new slogan "Yellow Changes Everything", how they chose it and the larger meaning for Kodak and the industry.

Cary Sherburne: Hi, I’m Cary Sherburne, Senior Editor at WhatTheyThink and I’m here with Chris Payne who is Vice President of Marketing at Kodak. Welcome.

Chris Payne: Thanks very much for having me, Cary.

Cary Sherburne: Nice to see you. Wow, that’s a snappy bright yellow tie you have there. Does that by any chance have anything to do with your new tagline – Yellow Changes Everything.

Chris Payne: It certainly does. I think I’ve even got yellow blood flowing through me.

Cary Sherburne: Oh my gosh.

Chris Payne: Just a little bit about what it means. Obviously yellow relates to Kodak but the industry is changing and we think about the multichannel communication world that we live in. Clearly that’s gonna change the industry and as we move forward that, in turn, is changing everything that our customers do. It’s changing the solutions they need and it’s, in turn, changing how we change the things that we do for our customers as we begin to add value to our customers, our business. So, fundamentally we’re looking at the industry having to move towards premium printed product where we add value to the page and the change that we see caused by the Internet and then rippling through by application actually in a different way is everything about change and then how Kodak is gonna help the market and that customer has changed too.

Cary Sherburne: And so this, I think, in some circles is a little bit of a controversial tagline, right? Some people like it, some people don’t like it. It kind of grows on you, I guess, after a while.

Chris Payne: Yeah.

Cary Sherburne: Talk about that a little bit.

Chris Payne: Yeah, so when we chose the tagline we were really looking for something that talked about the future and we had a lot of debates internally and even with customers about the choice of tagline. The great thing about the tagline is it generates conversation. It generates conversation about the industry and about our participation in the industry and about how our customers are willing to change. So I think it’s good that people want to talk about it – good or positive. But it’s clear that the industry’s changing. You see that in the various solutions that are being created and certainly Kodak wants to be part of that leadership of the change.

Cary Sherburne: You know it’s interesting because Kodak is kind of positioned right at the crossroads of the transformation that’s happening in the industry. You’ve got deep roots in, you know, conventional printing and flexo and offset and so on. And you’ve got – well, as deep a roots as anybody could have I suppose in digital since it’s relatively new, right, in the marketplace. So talk a little bit about how you see that your role in that sort of hybrid environment that we’re in right now.

Chris Payne: So we see the hybrid environment in being absolutely critical and you’re right, we have this heritage of offset portfolio, heritage in flexo and color management and workflow. And if you go back all the way to the acquisition, to 2004, we said then that it would be a hybrid world and we said we can add all these things into the world. The most exciting thing for me is how we’re seeing the world being hybrid. You know, and I’ve got a different definition from that today than I had even four years ago. Digital technology sitting right beside the offset **** in a shop. And now, right…

Cary Sherburne: It’s actually the machine.

Chris Payne: It’s on top of the machine in terms of imprinting heads. It’s in the finishing line and even more exciting like we’re doing with the T-Press at Timsons, they’ve taken an offset press, they’ve taken out the offset technology and they put in digital technology. It’s the same system and there’s even examples where you’re gonna see the offset technology and then the imprinting technology is going across the whole page in the one place. So I think hybrid is everywhere and, you know, I think that’s the nature of the industry. And any strategy that you read says, you know, the new technology will always help the old technology be more efficient and I think that’s what we’re seeing. And, you know, we’re seeing it everywhere with every customer we go meet.

Cary Sherburne: That’s terrific. Thanks.

Email Icon Email         


Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free



Recent Videos


Video preview: The Largest Printers in 1992. Where Are They Now?

The Largest Printers in 1992. Where Are They Now?

Published: October 21, 2016

Frank found a list of the largest printers from 1992. It documents the significant changes in the industry through merger, acquisition, and bankruptcy.


Video preview: To Inkjet Or Not? The thINK Conference helps in the decision process

To Inkjet Or Not? The thINK Conference helps in the decision process

Published: October 20, 2016

Jen Mitchell, Marketing Director at Harding Poorman, talks about the value of the thINK conference in terms of staying abreast of industry developments and being able to network with peers. The company has not yet invested in inkjet and views the thINK platform as an excellent part of the education and due diligence process.


Video preview: interlinkONE CEO John Foley Highlights Opportunities in the Association Market

interlinkONE CEO John Foley Highlights Opportunities in the Association Market

Published: October 19, 2016

John Foley, CEO of interlinkONE, talks with Senior Editor Cary Sherburne about the opportunities for printing firms in the association market, helping associations with strategic marketing plans, printed materials, multi-channel and more. "They are starving for this help," he says.


Video preview: thINK

thINK "Beyond the Box" in Production Inkjet

Published: October 18, 2016

Mark DeBoer, Director of Customer Experience at Darwill and thINK conference chair, talks about the maturation of the conversation about production inkjet "beyond the box." He sees more emphasis on data at the thINK conference, as an example, "stretching our imaginations as to what is possible with data." He also touches on the advances that have taken place in finishing for production inkjet.


Video preview: The Past, Present, and Future of thINK and Inkjet Technologies

The Past, Present, and Future of thINK and Inkjet Technologies

Published: October 16, 2016

Bob Radzis, Chief Customer Officer at SG360 and a founding member of the thINK community, discusses this year's conference and how he foresees a bright future ahead.


Video preview: Two Sides Survey Reflects High Levels of Consumer Acceptance Relative to Paper Use

Two Sides Survey Reflects High Levels of Consumer Acceptance Relative to Paper Use

Published: October 14, 2016

Phil Riebel, President of Two Sides North America, shares the results of a global survey designed to understand how consumers value paper. 88% of respondents in the U.S. felt it was acceptable to use trees from well managed forests to make lumber for construction or pulp for paper for printing, reflecting that their primary concern is that the industry does things responsibly. Watch the video for more details, including changes in messaging about paper from Starbucks.


View More Videos


Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2016 WhatTheyThink. All Rights Reserved