The Role of Design in Polaroid's Turnaround
by David Laituri, Principal, Design Continuum, Boston

Introduction

In the spring of 2001, Polaroid found itself in one of the most challenging strategic positions of its entire 66-year history. Several attempts to identify a profitable digital imaging product strategy had failed to deliver a return in the market, the state of the world’s economy had taken a significant downward -turn and as a result, sales of the company’s instant cameras and film were declining at an accelerated rate. In the midst of Chapter 11, Polaroid faced the real possibility of extinction.

Dr. Land, Polaroid’s founder, had introduced instant photography to the world in 1947, but it took 25 years of development to arrive at the ‘integral’ version of instant photos that have become synonymous with the name Polaroid. Integral photos, and the legendary SX-70 camera that first produced them, were an immediate hit when first launched in the spring of 1972. After many years in the market and several cost reductions later, Polaroid’s customers complained that its cameras were ‘big and bulky’ and ‘old fashioned’ compared to new digital cameras that offered nearly-instant digital images from very small, pocket-sized cameras. Even the dwindling number of diehard Polaroid loyalists admitted that they kept their cameras stored away in their closet or attic, out of view and out of use. Through all of this, however, the company still enjoyed enviable brand recognition and favorability worldwide, backed by an equally loyal, though ‘dormant’ segment of potential customers.

About the Author
David Laituri is currently a Principal with Design Continuum in West Newton, MA. Prior to joining Continuum, David held the position of Director of Industrial and User Interface Design with the Polaroid Corporation from 1999 to 2002, where he helped to solidify the company’s brand strategy and successfully bring it to market in products including the Polaroid One. He has also held positions with both Fitch, Inc. and Lunar Design and has worked with many Fortune 500 companies, including Apple, Nike, Procter & Gamble, General Motors, Hasbro and Hewlett-Packard. He holds an undergraduate degree from Ohio State University, an MBA in Design Management from the University of Westminster, UK. David can be reached at dlaituri@dcontinuum.com. His unique bio can also be found at dcontinuum.com.