How To Reinvent A Brand: Lessons From Kodak, Blackberry and Crayola

This week Crayola branched out in a new direction by launching its own line of colorful beauty products. In the same week, Blackberry continued their own quest to maintain relevance and resurrect their fading brand by announcing the KEY2 (a new phone featuring a full keyboard) and Kodak showed off the first photos taken on its relaunched Ektachrome 100 film. Each are legacy brands facing challenges on every level, from understanding shifting consumer needs to industry disruption from competit...