Kodak
Inducted in 1997

You press the button. We do the rest.
-George Eastman

George Eastman, one of America's premier scientists-inventors, was also one of America's great marketing visionaries. He founded Eastman Kodak Co. in 1880 and by 1884 he startled the fledgling photographic industry with the announcement of the first film in rolls. When the photo industry, dominated by professional photographers, was slow to accept roll film, Eastman made the momentous decision to take photography directly to the people. In 1888, he introduced the first amateur camera, the No. 1 Kodak camera.

He also was involved in every phase of marketing. He chose the name Kodak because it was short, unique and incapable of mispronunciation. He chose yellow and red to create a distinctive package, and he wrote the slogan "You press the button. We do the rest" to tell the average person that photography was easy.

Kodak has always been an aggressive marketer. In the 1920s, salesmen erected 6,000 signs along the nation's roads encouraging drivers to take pictures at upcoming picturesque spots. The company participated at all modern Olympic Games starting in 1896 and was conspicuous at World Fairs everywhere. When Kodak sponsored the first major amateur photo contest in 1897, more than 27,000 entries poured in. During the depths of the depression in 1931, a photo contest with a $100,000 first prize drew over 3 million entries. And in 1930, to celebrate its 50th anniversary, the company offered a free specially made Brownie camera to anyone celebrating a 12th birthday that year.

Recognizing the importance of big names, Kodak has enlisted celebrity photographers like Edward Steichen, Margaret Bourke-White and Richard Avedon to demonstrate the infinite possibilities of photography and has used all kinds of celebrities as endorsers. Ed Sullivan, Ozzie and Harriet, Dick Van Dyke, Cybill Shepard, Michael Landon, Henry Aaron, Howard Cosell, David Copperfield, Bill Cosby and Dennis Rodman have all been featured in advertising for Kodak products.

Kodak's quality products and outstanding advertising have built one of the world's greatest brands. Memorable slogans, memorable company colors and graphics and hard-sell advertising that people like to watch have made photography essential to people's lives. Advertising theme lines "Open Me First," "America's Story-teller," "The Times Of Your Life," "Because Time Goes By," "True Colors," "The Kodak Moment" and the latest, "Take Pictures. Further." have all captured the hearts and imaginations of America and the world, making the photographic industry what it is today.

George Eastman's belief that the company must fulfill customer needs and desires still guides the company today. From x-ray film and motion picture film to digital cameras and scanners to Royal Gold Film, Advantix cameras and single-use cameras, Kodak provides solutions for the world's imaging needs and helps everyone to "Take Pictures. Further. "