Shake it Like a Sociable Polaroid

I am fascinated by the fact that a Canadian group of investors paid US$87.6 Million for Polaroid - even though the company was bankrupt, and holds few (if any) tangible assets, other than the Polaroid brand name.

Kenny Finkelstein, CEO of Kinght's Bridge, the purchaser, says "the Polaroid name is one of the most iconic brand names and has almost 100% global awareness." I agree, and if they plan to spin the Polaroid name off into a variety of consumer products (as they apparently plan to do), I would take notice of the new product lines. A desktop printer with the Polaroid name, for example, would offer a significant level of consumer relevance, and promises a fun spin standing against the staid printer brands that currently exist. A home 4x6 photo printer, of course, would also be great, to say nothing of digital cameras - particularly when matched with the aforementioned photo printer. I could even see office products (everything from printer paper to mouse pads to laptops) as branded options.

My one concern is this: who among us under the age of 35 sees any relevance whatsoever in the Polaroid name? As I am pushing 40, I feel that I am still on the edge of the Polaroid brand-awareness bubble. I had a Polaroid camera in the late-90s, but it was retro-chic even then, and the photos were certainly nothing more than curiosities. It was great for candid shots at parties, but you weren't going to take any panoramic vista photos.

I am pulling for these guys - I agree that the Polaroid Brand is hugely iconic, if only to an older demographic - but hey, that demo alone could make these guys rich, if they get a good-quality product line, and if they approach this opportunity in a way that resonates with the "retro-chic" vibe of the Polaroid brand. They can't lose a sense of fun though - that will be critical. Polaroid cameras were simply fun in a box - a means to capture your sociable moments, and shaking out the candid shots was an essential part of the process. If the brand stops being fun, then the brand will die.

That would be a hell of a waste of US$87.6 Million bucks - but at the same time, it could be a bargain price for a very cool Brand name. I think they should launch a Polaroid digital camera and call it the "Polaroid Sociable". Any takers?