Manufacturing & IndustrialWholesale & Distribution
Interim Leadership to Transform Polaroid
Chameleon's CLEAR process and interim leadership steady Polaroid's at-risk marketing during its revival.
Polaroid Photography B.V.
The Client
- Company
- Polaroid - EUR
- Website
- us.polaroid.com
- Headquarters
- US
- Employees
- 501-1000
About Polaroid - EUR
Polaroid is an iconic consumer electronics and photography brand selling instant cameras, film, photo printers, and accessories direct-to-consumer through their online store. The company has successfully reinvented itself for the modern era with products like the Go Generation 3 (compact instant camera), Now+ series (app-connected cameras), and Hi-Print…
The Challenge
Polaroid, an iconic brand with 82 years of history and brand recall on par with Coca-Cola, needed to revive its relevance in the digital age and with younger consumers. It faced a struggling sales and collaboration strategy, a marketing department at risk from high turnover, and a perception as a nostalgic party gimmick. All of this came during a global pandemic, a shifting retail landscape, and the launch of its smallest instant camera ever, the Polaroid Go.
Our Approach
Through Chameleon Collective's CLEAR (CxO Lead Evaluation and Recommendations) process, we diagnosed and prioritized the most important opportunities in Polaroid's marketing and eCommerce. Acting on those insights, we quickly put strategic leadership in place: an Interim CMO with deep consumer retail experience, supported by an Interim VP of Brand whose work with culturally significant brands made her a strong fit.
The Impact
The CLEAR process gave Polaroid a clear, prioritized view of its biggest marketing and eCommerce opportunities. By quickly placing an Interim CMO and an Interim VP of Brand, both with deep consumer retail and brand experience, Polaroid steadied an at-risk marketing department and put experienced leaders in charge of its transformation during a difficult period.
The Work
The Team
The Chameleons who delivered this engagement.
Practice Areas
Logistics Support ActivityBrand MessagingMarketing StrategiesTalent Acquisition
