Last month, we discussed the idea that doing reputation management for “boring” industries is harder than doing reputation management for industries like energy drinks, celebrities, or trampolines (trampolines are awesome!). But nothing could really be further from the truth. In reality, each industry will pose its own set of unique problems. And if you think you are doing reputation management for a boring company, perhaps the problem is not the company, but a lack of creativity on your part.
One of the best examples of thinking outside the box and making a boring product exciting comes from the great Don Draper of Mad Men. In the clip below, Kodak has just invented what they call “the wheel,” a circular slide projector that allows you to continuously flip through slides and not have to insert them one by one. The Kodak executives think marketing the product will be extremely hard because there’s nothing exciting about their new product. They think it’s a huge leap forward in terms of technology, but the science behind slide projectors is not exactly frontpage news.