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Brand reinvention: Kodak gets its next moment
Kodak may be dead as a camera and film company, but it is coming back to life in the “post-capture” world of printing, writes Arthur Goldstuck (@art2gee).
The Kodak moment is back. When the company that invented popular photography filed for bankruptcy protection five months ago, it provoked a tut-tut that was heard around the world. The company had been undone by the advent of digital photography – a technology it pioneered, but never managed to turn to its own advantage.
The “portable all-electronic still camera”, invented by Steve Sasson in 1975, was awarded US patent number 4,131,919, but that wasn’t enough to convince Kodak executives. As Sasson would write many years later, they could not understand why people would ever want to view their pictures on a TV.