Polaroid and Technicolor are known as trailblazers that grew into iconic American brands. However, both companies have gone through so much trauma over the last decade — bankruptcy, new ownership, and general identity crisis — that their modern incarnations bear little resemblance to the originals.

This was evident last week in Las Vegas at the Consumer Electronics Show, where the two companies showed off their very different strategies. While Polaroid is hoping to coast on its brand name as long as possible, Technicolor is wildly swinging for a new hit.