In order to sell securities to the public in the USA, including some crypto assets, you either need to register your securities with the sec and issue a prospectus or you can only sell to accredited investors.
I have not looked at overstock or kodak but Id venture to say that since they are large companies they spent the $500k or so to register their securities
And what would be the process and requirements to the company and tokens?
Most of the ICOs try to classify themselves as utility tokens and seek exemption from SEC registration requirements. But SEC recently banned an ICO from Munchees, even though Munchees treated their token (MUN) as utility and not as security.
If your token is really a token (and not disguised as token instead of securities), you are exempt from SEC requirements.