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" ... 7. Brand, alone, is not enough to withstand disruption: Kodak had an old, established and venerated brand, but it was all about the past. Chris Houston suggests that at Kodak: "The power [such as it was] in consumer imaging lay in a sales force that had long been accustomed to taking orders for a product that was originally superior..... The power in Kodak's brand was in consumers' ability to take something complicated and [have it made] easy. Silver Halide chemistry was an impossibility until the Brownie camera democratized memory capture, [but] the promise of "you push the button, we do the rest" was meaningless in digital photography and the brand simply did not have the legs to move to a new place. Without a real marketing insight the famous logo had no ground to claim. The very idea of a "kodak" ... was so anchored in the consumer's mind that they simply could not believe the required claims of digital imaging which were all about pixels (sensor technology) and zoom length (lens technology). In many ways, Kodak's hugely powerful brand marooned it on an island of irrelevance from which any departure was as much blocked by consumers as by management choice. Consumers knew what Kodak meant and it did not mean something relevant in consumer imaging as the digital camera began to define it." Houston adds: "To [speak of] 'miss[ing] the boat' infers that [Kodak] was oblivious to its departure... but alot of people tried very hard to 'catch the boat' but the consumer kept saying in one way or another that Kodak did not belong on the boat. The 'social license" for the brand was around eas of use, but this was not really a relevant value proposition to many [consumers] as the [digital imaging] arms race went on." With such assets, it's tough to build a sustainable future in the face of serious and customer-centric challenges. ... "