Take a Picture; It Lasts Longer...Or Does It?

"That was a Kodak moment."

When someone said that, it meant something happened that was picture perfect. Not any more.

"Kodak has been in the camera and film business for more than a century. It is reportedly filing for bankruptcy. (Chris Hondros/Getty Images) According to a Wall Street Journal report, Kodak, the 131-year-old photography company, is preparing for a Chapter 11 filing. If the company cannot sell its cache of 1,100 digital-imaging patents — which could fetch from $2 million to $3 billion —Kodak will go bankrupt....

"The company was felled by the adaptation of digital photography, despite having invented the first digital camera in 1975. Rather than staying on top of the digital revolution, the company seemed mired in nostalgia, better known for its old 'brownie' cameras, the quality of its now-defunct Kodachrome film and for the phrase 'Kodak Moment,' which entered the lexicon as a description of a photo-worthy scene. 'The brand belongs in a museum,' wrote (Alan) Brew, (a principal of RiechesBaird, a brand strategy and marketing company." (http://www.washingtonpost.com/blogs/arts-post/post/kodak-bankruptcy-photographers-mourn/2012/01/05/gIQAxiXjcP_blog.html)


Twitter is a-tweet with photographers lamenting the pending demise of the bright yellow icon. But the Kodak corporate site -- well, not so much.

There's a release that tells how "the Company has received a continued listing standards notice from the New York Stock Exchange (the 'NYSE') because the average closing price of the Company’s common stock was less than $1.00 per share over a period of 30 consecutive trading days."   (http://www.kodak.com/ek/US/en/Kodak_Receives_Continued_Listing_Standards_Notice_from_the_New_York_Stock_Exchange.htm) Stock closed yesterday at $.47.

Maybe there's more there about Kodak's financial troubles. I only went back a month. But the website continues to encourage job seekers to apply to the company. That page needs deleted and several other pages should be updated to reflect current events in the company.

In addition, there should be a letter from the CEO and a clear link to reach it. He needs to be telling customers and investors what the company is doing to right itself. It's trying to sell patents, but is that it? No business spinoffs, no cost cutting, no new marketing strategies? The company must be taking an assortment of drastic measures. So tell us. I don't want to read about all your wonderful products on the web if you're not going to be around long enough to deliver them.

Maybe Brew is right. Kodak belongs in a museum. Now THAT would be a Kodak moment!