NAT URE O F ID ENT ITY
cover
P L
IDENTITY
O A R O I
OF
D
01 / BRAND
THE
NATURE
STRATEGY BOOK
DESIGNED BY JIELING HUANG 2018
IDENTITY OF
01 / BRAND
THE
NATURE
STRATEGY BOOK
BRAND STRATEGY BOOK
All contents of POLAROID BRAND STRATEGY BOOK was collected, written and design by Jieling Huang DESIGN INSTRUCTOR Jeremy Stout GR604, NATURE OF IDENTITY Academy of Art University, San Francisco
COPYRIGHT@2018 JIELING HUANG The Images in this book are used in accordance with the Creative Common License. This book is a non-commercial work produced as a student project for educational purpose, and as such is considered a derivative work under the Fair Use Clause of U.S. Copyright Law.
www.huangjielingdesign.com
01 / BRAND STRATEGY BOOK
B RAND ST RAT EGY BO O K
NAT URE O F ID ENT ITY
P O L A R O I D
“Sharing makes you bigger than you are. The more you pour out, the more life will be able to pour in.”
B RAND ST RAT EGY BO O K
TABLE OF CONTENTS
NAT URE O F ID ENT ITY
02
01
AUDIENCE PROFILE
BRAND OVERVIEW
PROFILE
_21
POLAROID PATH
_07
PERSONA_01
_23
POLAROID SOUL
_09
PERSONA_02
_24
POLAROID MISSION
_11
PERSONA_03
_25
NEW DIRECTION
_14
PERSONA_04
_26
CURRENT COMPETITORS
_15
O
_03
P
POLAROID HISTORY
L A
ADJACENT COMPETITORS _16
R
_17
O
FUTURE COMPETITORS
I
03
D
BRAND VISION POLAROID PAST LOOK
_29
POLAROID NEW VISION
_31
PIN BOARD_01
_33
PIN BOARD_02
_35
PIN BOARD_03
_37
B RAND STAssignment RAT EGY BO O K 3.1 Week3_
01
CHAPTER
BRAND OVERVIEW POLAROID HISTORY
_03
POLAROID PATH
_07
POLAROID SOULx`
_09
POLAROID MISSION
_11
NEW DIRECTION
_14
CURRENT COMPETITORS
_15
ADJACENT COMPETITORS _16 FUTURE COMPETITORS
01
_17
NAT URE F ID ENT ITY NATURE OFOIDENTITY
P O L A R O I D
01
02
B RAND ST RAT EGY BO O K
POLAROID HISTORY
Polaroid Corporation, also called Primary PDC, Inc., American manufacturer of cameras, film, and optical equipment founded by Edwin Herbert Land (1909–91), who invented instant photography. The company originated in 1932 as the Land-Wheelwright Laboratories, which Land founded with George Wheelwright to produce Land’s first invention, an inexpensive plastic-sheet light polarizer. By 1936 Land began to use polarized material in sunglasses and other optical devices, and in 1937 the company was incorporated under the Polaroid name. During the 1930s and ’40s Polaroid introduced a three-dimensional motion-picture process and polarized optical devices for military use. After World War II, Land began to research an instantaneous developing film, and in 1947 the company brought out the Polaroid Land camera, which delivered a finished sepia-toned print 60 seconds after exposure. In the 1950s the cameras were refined to produce black-and-white prints in 15 seconds; in the 1960s a colour-developing process and film cartridges were introduced. The company introduced the compact Polaroid SX-70 in 1972. In addition to further technical refinements, the SX-70 combined both negative and positive prints in a single sheet. Instant motion pictures were introduced in 1977. After Land retired as chief executive officer in 1980, Polaroid continued to develop new products for professional, technical, and consumer markets. These included cameras, high-speed film, floppy disks, medical equipment, colour-transparency films, transparent cameras, and identity verification equipment for security systems. In 1986 Polaroid won a $925-million judgment from the Eastman Kodak Company for patent infringement. In the 1990s Polaroid delivered more firsts to the industry, including cameras with picture-storage compartments, and introduced several products that were worldwide best sellers, such as the redesigned Polaroid OneStep camera. In 1996 the corporation released its first digital camera.
03
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POLAROID CURRENT LOGO
DR. EDWIN H. LAND WITH A GROUP OF POLAROID EMPLOYEES, POLAROID WAREHOUSE,” NEEDHAM, MASS., 1977.
P O L A R O I D
04
B RAND ST RAT EGY BO O K
05
NAT URE O F ID ENT ITY
“It’s not that we need new ideas, but we need to stop having old ideas.” -Edwin H. Land
P O L A R O I D
In 2001 Polaroid filed for bankruptcy protection, the result of what many believed was the failure of the company to fully embrace digital technology. In less than a year, most of the corporation’s assets and those of its subsidiaries had been sold to OEP Imaging Corporation, creating a new company, Primary PDC, Inc., which continued to operate as Polaroid Corporation; OEP Imaging Corporation subsequently became Polaroid Holding Company (PHC). In 2005 PHC was purchased by Petters Group Worldwide. Polaroid remained under bankruptcy protection until 2006. Although it had no employees or business operations during that time, the brand name continued to be used to license and market various foreignmade electronics. By 2007, however, the company had stopped making cameras altogether. In 2008 Polaroid announced that it would permanently cease production of instant film by early 2009. Later in 2008, Polaroid’s parent company, Petters Group, filed for bankruptcy protection, though Polaroid continued to manufacture and market new products.
06
B RAND ST RAT EGY BO O K
POLAROID PATH POLAROID FROM PAST TO THE FUTURE
20’S
30’S
40’S
1926
1932
1937
1943
Edwin H. Land, founder of Polaroid,
Edwin H. Land establishes
The original Polaroid Corporation
Inspired by his 3-year-old daughter,
leaves Harvard University after his
Land-Wheelwright Laboratories
was founded in Cambridge, Massa-
who asked why she can’t see the
freshman year to conduct scientific
in Boston with his former Harvard
chusetts, by Edwin Land in 1937.
photo that he took of her, Dr. Land started toying with the idea of the
investigations of the application of
physics professor, George Wheel-
Described by The Boston Globe
polarizing light filters. Three years
wright III and carry on research into
as a “juggernaut of innovation”.
instant camera. Research and
later, Land makes his first patent
the possible application of polar-
Polaroid’s initial market was in
development for photographic
application for polarizers that
izers in sunglasses, filters, and
polarized sunglasses spawned from
products progressed, leading to the
reduce headlight glare.
automobile headlights.
Land’s self-guided research in light
introduction of instant photography.
polarization.
70’S
80’S
1970
1972
1979
1981
The year when Polaroid reigned
The iconic Polaroid SX-70 - a folding
The Polaroid OneStep Land
The Polaroid Sun 600 camera
supreme. It was during this time
SLR instant camera - was launched.
camera debuts. This inexpensive,
and Type 600 color film were
when dry development process was
It was the first instant model that
fixed-focus camera becomes the
released. In the following year, Dr.
introduced, using light to develop
made use of dry development. The
best-selling camera, instant or
Land decided to quit the Polaroid
the film.
SX-70 was so popular, the company
conventional, in America shortly
Company. Despite his absence
produced 5,000 units a day.
after it is introduced. James
they continued to develop instant
Garner becomes television
photography items, including the
spokesman for Polaroid cameras.
Polaroid Spectra system.
Dr. Land is awarded his 500th US patent at the US Patent Office and is inducted into the National Inventors Hall of Fame.
07
NAT URE O F ID ENT ITY
50’S
1948
60’S
1950
1956
1963
Polaroid’s sales continued to go up,
The one-millionth Polaroid Land
The first instant color film, Pola-
prompting the company to produce
camera, a Model 95A, comes off
color, was born. It was also during
at Jordan Marsh department store
more camera models (such as
the assembly line on September
this time when Polaroid Swinger, an
in Boston, Massachusetts. The
Model 110, Model 80, and Model
27. Polaroid products are now
affordable instant model targeted at
Model 95 Land camera becomes
700) and different film types (Types
distributed in over 45 countries
a younger market, was introduced.
O
the prototype for all Polaroid Land
31, 32, 41, 42, and 43).
worldwide.
Two years later, the first instant
L
P
On November 26, 1948, the first Land camera was sold for $89.95
portrait was introduced, making it
A
convenient for businesses such as
R I
passport photo service.
O
cameras produced during the next 15 years.
D
90’S
1999
2007
2008
2018
Polaroid introduces the Polaroid
The Polaroid PoGo instant mobile
The original Polaroid Corporation
iZone, an instant pocket-sized
printer debuts in the US. Polaroid
was declared bankrupt in 2001, its
THE NEW POLAROID ARE RETURN!
camera in a wide range of bright
Corporation partners with ZINK®
colors. The camera’s thumb-
Zero Ink® Printing Technology and
nail-sized prints become a hit
manufacturers of ZINK Paper®.
amongst teens.
brand and assets were sold off. The “new” Polaroid formed as a result itself declared bankruptcy in 2008, resulting in a further sale and the present-day Polaroid Corporation.
08
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POLAROID SOUL
Polaroid’s greatest charm is you shall never get two identical photos, and each of them is unique. For many years, the soul of Polaroid has never changed. It guides Polaroid grown its own unique way and proved who Polaroid is.
Polaroid is delivering instant gratification that connects the world through sharing.
09
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P O L A R O I D
10
B RAND ST RAT EGY BO O K
POLAROID NEW MISSION
Polaroid is delivering instant gratification that connects the world through sharing. A clear mission statement is essential when it comes to identifying who Polaroid are and what Polaroid do.
Polaroid is committed to satisfying people who desire to share, connect them together to make the world more interesting.
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P O L A R O I D
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B RAND ST RAT EGY BO O K
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NAT URE O F ID ENT ITY
POLAROID NEW DIRECTION
P O L A R O I D
Half a century ago, as the pioneer of instant photography, Polaroid defends what is the soul of social networking through their Incredible technology and advanced ideas. Polaroid used to focus on providing instant photography technology to help our customers create the shareable wonderful memories, but today Polaroid returns with its initial soul to explore more opportunities, make new connections for people who love sharing. The new Polaroid will reconsider itself as a social media brand that provides different servers, platforms and products that aiming young people under this digital media age could focus on their most passionate things and enjoy the gratification and happiness of sharing.
14
B RAND ST RAT EGY BO O K
CURRENT COMPETITORS
Kodak
Canon
Fujifilm
The Eastman Kodak Company is an Amer-
Canon Inc. is a Japanese multinational
Fujifilm is a Japanese multinational
ican technology company that produces
corporation specializing in the manu-
photography and imaging company head-
imaging products with its historic basis
facture of imaging and optical products,
quartered in Tokyo. Fujifilm’s principal
on photography. The company is head-
including cameras, camcorders, photo-
activities are the development, production,
quartered in Rochester, New York, and is
copiers, steppers, computer printers and
sale and servicing of business document
incorporated in New Jersey.
medical equipment.
solutions, medical imaging and diagnostics equipment, cosmetics, optical films for flat panel displays, optical devices, photocopiers and printers, digital cameras, color film, color paper, photofinishing equipment, photofinishing chemicals, graphic arts equipment and materials
15
NAT URE O F ID ENT ITY
ADJACENT COMPETITORS
P O L A R O I D
PayPal
Instagram is a mobile, desktop, and Inter-
PayPal Holdings, Inc. is an American
Facebook is an American online social
net-based photo-sharing application and
company operating a worldwide online
media and social networking service
service that allows users to share pictures
payments system that supports online
company. Facebook can be accessed from
and videos either publicly, or privately to
money transfers and serves as an elec-
a large range of devices with Internet
pre-approved followers. People can instantly
tronic alternative to traditional paper
connectivity. Users can add other users as
record anything in their life and post imme-
methods like checks and money orders.
“friends”, exchange messages, post status
diately and interact with others.
Paypal provides convenient mobile
updates, share photos, videos and links, use
payments, making people’s lives easier and
various software applications, and receive
simpler.
notifications of other users’ activity.
16
B RAND ST RAT EGY BO O K
FUTURE COMPETITORS
Twitch
Vimeo
TIK TOK
Twitch is a live streaming video platform
Vimeo is a video-sharing website in which
Tik Tok is a music video platform and social
owned by Twitch Interactive, a subsidiary
users can upload, share and view videos. It
network designed for the new generation
of Amazon as a spin-off of the general-in-
was the first video sharing site to support
of digital natives and social media creators,
terest streaming platform, Justin.tv, the
high-definition video. Vimeo allows user
Tik Tok allows users to quickly and easily
site primarily focuses on video game live
discover amazing videos and upload their
make unique short videos to share with
streaming, including broadcasts of eSports
own in the highest quality possible. It
friends and the world. In addition, creators
competitions, in addition to creative content,
provides an easily upload, manage, and
can take their talent to the next level and
“in real life� streams, and more recently,
share videos platform, the user could also
tap into a massive music library.
music broadcasts. Content on the site can
discover videos and creators their love.
either be viewed live or via video on demand.
17
NAT URE O F ID ENT ITY
P O L A R O I D
18
B RAND STAssignment RAT EGY BO O K 3.1 Week3_
02
CHAPTER
AUDIENCE PROFILE
19
PROFILE
_21
PERSONA_01
_23
PERSONA_02
_24
PERSONA_03
_25
PERSONA_04
_26
NAT URE F ID ENT ITY NATURE OFOIDENTITY
P O L A R O I D
02
20
B RAND ST RAT EGY BO O K
AUDIENCE PROFILE
Polaroid always believes the power of sharing. Now the new Polaroid aiming the young generation people who have passionate and desire to share, explore the opportunities to connect them together to create the fantastic chemical reaction.
21
NAT URE O F ID ENT ITY
P O L A R O I D
22
B RAND ST RAT EGY BO O K
Mars Techie Teenager
Gander: Male Age: 18 Location: Seattle Education: High school Income: Under $5000
01./ Mars is a high school student. 02./ He is very concerned about what others think about him, and he wants to become the focus of attention in a crowd. 03./ He is very excited about to his coming college life, he always discussed with his friends about it. 04./ He has a Facebook account and he always chats with his friends there. But when his mother added his friend, he felt very shameful. 05./ He likes collecting sneakers. He joined several online sneakers collection organizations because he wanted to get the latest sneakers information. 06./ He is willing to try every new and unfamiliar things. Recently, he is doing live streaming when skateboarding. 07./ He recently received a bicycle as a birthday gift. He loved to take a Go-pro with him when he was cycling and upload videos online.
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NAT URE O F ID ENT ITY
Catherine Independent Blogger
Gander: Female Age: 29 Location: San Francisco Education: Bachelor degree Income: $100,000+
01./ Catherine has 3 years of experience working
P
at an advertising agency.
O L A
02./ She quit the job at that agency because she
R O
thinks that job limits her creativity.
I
04./ She loves fashion, and her friends think she’s tasteful about fashion, they always seek out her advice about dressing. 05./ She just moves to San Francisco recently because she thinks San Francisco is a place that leads the fashion trend. 06./ She runs a fashion blogs shares her fashion insights with 300,000 fans. 07./ She’ll record every interesting thing happens in her life with her camera and immediately post to her social media.
24
D
03./ She traveling a lot and she likes to share the travel experience with her family and friends.
B RAND ST RAT EGY BO O K
Justin Muscle Geek
Gander: Male Age: 22 Location: Miami Education: Bachelor degree Income: $15,000+
01./ He is a college student. He is very optimistic and active. 02./ He has a wide range of interests and enjoys making friends in different fields. 03./ He is very good at managing his own time, he has a very tight schedule, beside study he is also doing part-time job and volunteer. 04./ He loves fitness. He got to know a lot of friends at the gym. He thinks social is very important, he often encourages his friends to socialize. 05./ He loves selfies, most of his selfies are in the gym. Recently he released a video recording his physical changes after fitness for six months. He received many likes and comments. 06./ He likes to collect stickers. There is a wall with full of in his apartment. 07./ He is very close with his family. He facetime with his family at least once a week.
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Wendy Study Abroad
Gander: Female Age: 25 Location: San Francisco Education: Master degree Income: $10,000+
P
01./ She is a Chinese international student
O
currently studying in the US.
L A
02./ This is the first time she leaves China, she
R I
want’s to explore more about the different culture.
O
really interested in the new environment, she
D
03./ She is an optimistic person, and she enjoys to trying new things. She likes digital products, she will buy each generation of new iPhone. 04./ She is very active on different social media community, she likes to share everything fresh for her. She likes to introduced the American culture to her Chinese friends. 05./ Every time before eating at restaurants, she likes to taking food photos, and share on the social media. 06./ She misses her family and friends back in China, She always sends them pictures of her life. 07./ She is looking for an American roommate to learn better English.
26
B RAND STAssignment RAT EGY BO O K 3.1 Week3_
03
CHAPTER
BRAND VISION
27
POLAROID PAST LOOK
_29
POLAROID NEW VISION
_31
PIN BOARD_01
_33
PIN BOARD_02
_35
PIN BOARD_03
_37
NAT URE F ID ENT ITY NATURE OFOIDENTITY
P O L A R O I D
03
28
B RAND ST RAT EGY BO O K
POLAROID PAST LOOK
29
NAT URE O F ID ENT ITY
P O L A R O I D
30
B RAND ST RAT EGY BO O K
POLAROID NEW VISION
31
NAT URE O F ID ENT ITY
P O L A R O I D
32
B RAND ST RAT EGY BO O K
PIN BOARDS COLLECTION CONNECTION SHARING GRATIFICATION
33
NAT URE O F ID ENT ITY
P O L A R O I D
34
B RAND ST RAT EGY BO O K
PIN BOARDS COLLECTION CONNECTION SHARING GRATIFICATION
35
NAT URE O F ID ENT ITY
P O L A R O I D
36
B RAND ST RAT EGY BO O K
PIN BOARDS COLLECTION CONNECTION SHARING GRATIFICATION
37
NAT URE O F ID ENT ITY
P O L A R O I D
38
BRAND STRATEGY BOOK
All contents of POLAROID BRAND STRATEGY BOOK was collected, written and design by Jieling Huang DESIGN INSTRUCTOR Jeremy Stout GR604, NATURE OF IDENTITY Academy of Art University, San Francisco
COPYRIGHT@2018 JIELING HUANG The Images in this book are used in accordance with the Creative Common License. This book is a non-commercial work produced as a student project for educational purpose, and as such is considered a derivative work under the Fair Use Clause of U.S. Copyright Law.
www.huangjielingdesign.com
NAT URE O F ID ENT ITY
P O L A R O I D