Influx

Too often brands partner with each other for the sake of convenience, rather than genuine lasting strategic benefit. Yesterday’s announcement of Kodak and Skype working together to deliver a new product for Skype users, is an example of a working relationship that makes perfect sense from a brand perspective.

Skype, now under E-Bay’s ownership must propel itself into the mainstream fast, before competitors catch it. Kodak is a brand with massive awareness and a safe credibility that can help Skype gain acceptance.

For Kodak, it’s a great partnership because it’s proof positive that the company is ready to embrace new frontiers of technology. A statement for a brand considered by many, including Influx, to be “sleepy” and “not getting it”, can partner with the edgy Skype and use the relationship to re-emerge as a leader in digital imaging. Importantly, it can do this in a way that is still consistent with the origins and soul of the Kodak brand.

“The combination of Skype’s service and KODAK EASYSHARE Gallery’s photo sharing capabilities will make sharing memories even more simple and rewarding for consumers around the globe.”

James Bilefield, vice president of business development for Skype.

The beauty of this partnership is that it leverages in equal measure the relative strengths of both brands.