Digital Marketing Power

In 1996, Interbrand ranked Kodak the fourth most-valuable brand in the world, just behind Disney, Coca-Cola and McDonald's. Today on the stock market, Disney is worth $70 billion, Coca-Cola is worth $154 billion, McDonald's is worth $104 billion and Kodak is bankrupt. How could the fourth most-valuable brand in the world have fallen so low? This post explains why.

Every marketer knows that branding is incredibly important – it enables customers familiar with your brand to distinguish it amongst a sea of competitors. The success of all these brands is about much more than the logo, it’s about forming an emotional connection with their customers. With this much emotion involved in decision making, it’s easy to see how creating an emotional bond with customers makes a direct contribution to building profitability.