The New Kodak Moment: Is It Warm or Is It Cool?

MOST corporate marketers would be overjoyed if consumers considered their brand to be a loyal, reliable, trustworthy old friend.

Not Carl E. Gustin, Eastman Kodak's marketing chief. He wants Kodak to be not just warm and fuzzy, but cool. Or, more to the point, Antonio M. Perez, the Kodak chief executive who jumped over from Hewlett-Packard two years ago, wants Kodak to be cool.