Thanks to the rapid growth of digital cameras — and camera-equipped smartphones — traditional camera makers have had to make a lot of changes over the past few years.
Eastman Kodak Company, for instance, went from selling $15 billion of
film five years ago to less than $2 billion last year. To counter that
shift, the company is working hard to transition from the analog to the
One person who has been at the forefront of that shift is the company’s
Chief Marketing Officer, Jeff Hayzlett. Kodak now does 70% of its
business in digital. In addition to marketing the brand, Hayzlett has
taken charge of changing the mood of his company. That campaign has
taken many formats, including multiple guest appearances on NBC’s
Celebrity Apprentice, where Kodak is a sponsor and participant.
Hayzlett’s long been a proponent of social media, and has used the
medium to change the way Kodak does business. From crowd sourcing
product names and features to various customer service initiatives,
Hayzlett has been so bullish on social that he created and hired for
the position of Chief Listening Officer to keep track of the brand
I’ve written about Hayzlett before, and the last post I did, about
Hayzlett’s notion of “emotional technology,” sparked a debate in
our comment section that questioned the validity of valuing listening
above sales. With Hayzlett’s book The Mirror Test coming out this week,
I decided to track him down and ask a few more questions on the matter.