Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn


 

Featured:     European Coverage     Production Inkjet Analysis     Industry Economic Snapshot

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.

 

Post a Comment

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

 

 

Recent Videos

 

Video preview: Frank Compares Print and Electronic Edition Advertising

Frank Compares Print and Electronic Edition Advertising

Published: July 31, 2015

Frank opines on ads in print magazines compared to ads in digital magazines. He likes the impact of the print advertisement compared to the screen-sized version on the computer.

 

Video preview: How Bridgeport National Bindery Streamlines Its Digital Print Workflow

How Bridgeport National Bindery Streamlines Its Digital Print Workflow

Published: July 27, 2015

Celina McMahan, Digital Workflow Specialist, explains how HP SmartStream Production Center helps the company better manage 6,000 to 10,000 files per day, saving significant operator time and streamlining overall workflow.

 

Video preview: EFI CEO Guy Gecht On Recent Acquisitions

EFI CEO Guy Gecht On Recent Acquisitions

Published: July 27, 2015

In this video interview, Senior Editor Richard Romano talks with Guy Gecht about EFI's two recent acquisitions (Matan Digital Printers and Reggiani Macchine), how they fit into EFI’s overall portfolio, and what they will mean for EFI’s current—and potential—customers.

 

Video preview: Ricoh's Tim Vellek on TotalFlow Path

Ricoh's Tim Vellek on TotalFlow Path

Published: July 27, 2015

Cary Sherburne spoke with Tim Vellek, SVP Marketing at Ricoh America on TotalFlow Path, an integration and automation software product that enables different applications to communicate in a single end-to-end workflow.

 

Video preview: Frank Secret Shops for Greeting Cards

Frank Secret Shops for Greeting Cards

Published: July 24, 2015

Frank visits three major drug store chains and buys greeting cards. He discovers the split between US and Chinese production. Frank ends with his own pop-up card that was made in America.

 

Video preview: Paul Hudson CEO at Hudson Printing on Integrating Production Inkjet with Web Offset

Paul Hudson CEO at Hudson Printing on Integrating Production Inkjet with Web Offset

Published: July 22, 2015

Senior Editor Cary Sherburne talks to Paul Hudson, CEO at Hudson Printing in Salt Lake City, Utah about integrating HP production inkjet into its existing high volume web offset printing capabilities.

 

View More Videos

 

Become a Member

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

Copyright © 2015 WhatTheyThink. All Rights Reserved