In 1948 Polaroid introduced their instant cameras. This idea carried Polaroid for decades as the leader in instant photography. Then came the age of the digital camera. Instead of being on the cutting edge of digital photography Polaroid continued to push their instant photo cameras and did not enter the digital camera market until late in the game. As a result on October 11, 2001 Polaroid filed for Chapter 11 bankruptcy protection. Almost all of the company's assets including the name were sold to a subsidiary of Bank One.

They went on to form a new company, which also operates under the name "Polaroid Corporation". It continues to sell Polaroid-branded products. The newest is the first attempt to bring back the instant picture, The Polaroid Digital Instant Mobile Photo Printer. Essentially it is a mobile printer that can print a picture from any digital camera in 60 seconds. Polaroid has reinvented its brand but stayed true to what established them so long ago, letting consumers instantly have physical pictures as soon as they take them.

The moral of the story is, brands are living things that constantly need to update and adapt to the times. Just because something worked in 1948 doesn't mean it will still work in 2008.

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