Kodak Launches PROSPER
What's in a name? Well, it may not have meant much to Shakespeare's Juliet, but to Kodak it most certainly means a lot. Last Spring, Kodak turned to The Donaldson Group to name one of their largest commercial product announcements of the decade.
Calling it "the commercial inkjet platform of the future," Kodak recently announced PROSPER, a new line of products based on innovative Kodak Stream Inkjet Technology. Over the last several months, PROSPER proving to be a major market winner, is making big ripples in the commercial print/graphics industry.
Why PROSPER? According to Jaye Donaldson, President, The Donaldson Group, "Kodak PROSPER delivers digital solutions with offset-quality output in terms of speed, productivity and cost. These are bottom-line implications for printers and their customers that Kodak was keen to emphasize. We offered a naming solution that was strictly benefits-focused, upbeat and remarkably differentiating in the industry."
Kevin Joyce, Worldwide Vice President, Sales and Marketing, Digital Printing Solutions, Kodak, concurs: "The PROSPER name captures the business opportunities Stream Inkjet Technology provides new markets, more revenue, and better margins."
Why The Donaldson Group? Jaye offers, We've worked with Kodak for ten years; we understand their business, having developed corporate and product brand guidelines, marketing programs, and yes even named a handful of their products."
"Naming, in fact, is one of the fun things we do. Clients like Kodak like us because our conceptual approach is always based in strategy and we deliver solutions that have a solid marketing rationale. From naming games and puzzles for Hasbro to naming multi-billion dollar companies like DRS Technologies, we have broad experience in this fairly unusual brand communications category," continued Jaye.
The Donaldson Group also led the naming protocol for product line extensions in the PROSPER family. They include the KODAK PROSPER S5 Imprinting System and KODAK PROSPER S10 Imprinting System for direct mail, catalogs, magazines, newspapers, inserts, and transactional documents; KODAK PROSPER 1000 Press for books and direct mail; and KODAK PROSPER 5000XL Press for books, direct mail, catalogs/inserts and magazines.
The PROSPER line was introduced to the commercial printing market in Summer 2009. Since its introduction, PROSPER has created transformational changes in the industry helping printers realize immediate ROI and productivity gains.
