Agency: Bartle Bogle Hegarty | Author: Matthew Gladstone |
How living for a moment gave Polaroid a future
INTRODUCTION
This paper will describe how a Big Idea turned a brand around.
It will cover:
- how Polaroid had a USP, but one that had lost its relevance
- how the process of advertising development found Polaroid a new, emotional relevance that fundamentally repositioned the brand1
- the effects of advertising that resulted
- how the success of the advertising...