Fuji takes a page out of the Kodak playbook.

Here’s the business philosophy statement from Fuji’s web site:

“We will use leading-edge, proprietary technologies to provide top-quality products and services that contribute to the advancement of culture, science, technology and industry, as well as improved health and environmental protection in society. Our overarching aim is to help enhance the quality of life of people worldwide.”

Yet Fuji, when it’s not busy making the world a better place, continues to call itself Fujifilm and seems to think that changing its logo – like the folks at Kodak did recently – will cure all that ails it. Still, I suppose a 95% share of a dead market sounds good to some bean counter somewhere.

Fuji’s thrilling innovation – a new logo

Well at least they were honest. The red bit they added speaks to the results of their film division and looks about to fall off.

Where do businesses get these money wasting ideas?