Packaging was a major component of the operations at the company. For Kodak, shipping products to customers and keeping those products safe during transit was an ongoing quest. We actually referred to our packaging as protective packaging. We researched and used eco-friendly materials that were light and resistant to crushing. Branding that packaging with eye-popping artwork was an equally important initiative. It was a key marketing opportunity, increasing awareness of the company as the packaging was shipped to millions of customers around the globe when they placed orders.
Packaging design and materials, the artwork, the logo with the proprietary Kodak colors, the press checks, and prototype samples were all things that the marketing teams, the suppliers, and I spent weeks and sometimes months harmonizing for each new design. And in spite of all of that effort, interestingly enough, I can’t recall ever feeling like we actually nailed it.
I once asked Antonio Perez what he thought of the company’s artwork on the packaging. I put him on the spot while others from our marketing team were present because I never liked the artwork. I hoped that his feedback would be similar to my thoughts and would be the catalyst to push us to do better going forward. He looked at me and appeared to digest the question for a few seconds. He then stuck out his hand and began tilting it from side to side in the universal so-so gesture. He also responded verbally by saying, “It could be better – it is middle- of- the- road.”
To my surprise, he continued by saying that he was looking to me to improve it. And if that wasn’t enough, he reminded me that he had a very good memory!
I must admit that Antonio gave a big smile and a chuckle after making those comments, and I was somewhat relieved by that; however, I still took his words very seriously. To me, this was by no means a joking matter, as it signified yet another problem plaguing Kodak.