Business Transformation of Polaroid

Challenge:

Polaroid, an iconic brand with 82 years of history and a brand recall akin to Coca Cola, faced numerous challenges in reviving its relevance in the digital age and youth market. With a struggling sales and collaboration strategy, an at-risk marketing department due to high turnover, and a brand perception as a nostalgic party gimmick, Polaroid needed a comprehensive, strategic intervention. At the same time, it sought to navigate these challenges amidst a global pandemic, a changing retail landscape, and the launch of its smallest instant camera ever, the Polaroid Go.

Lead:

Through Chameleon Collective’s CLEAR (CxO Lead Evaluation and Recommendations) process, we began by diagnosing and prioritizing the pivotal opportunities within Polaroid’s marketing and eCommerce landscape. Informed by these insights, we swiftly implemented strategic leadership roles. An Interim CMO, with a profound consumer retail experience, took charge. Complementing this placement, we introduced an Interim VP of Brand, whose past engagements with culturally significant brands made her an apt fit.