The anticipation and joy one had while waiting to get their film developed is such a fading memory, much like The Eastman Kodak Company. Kodak is another brand that failed to adapt to emerging digital technologies and instead focused on other areas such as acquiring Sterling Drugs and being in the battery business. Fuji film and big box locations also chipped away at what Kodak had built over the years. By the time Kodak tried to catch up, it was already well behind in digital technology and would never become a market leader (along with the debt that was required to catch up, heavily outpaced the revenue). Failure to innovate is a slow brand killer.