A recent blog post by Karen Lee discusses the arrival of the Blackberry Z10 smartphone. Given the decline of the company Research in Motion Limited (RIM) –the developer of the Blackberry brand/smartphones- in 2012, the Z10’s recent release was much anticipated, and crucial to the company. Karen’s blog focuses on the idea of the promotion of this smartphone, and the critical decision of the company (Research in Motion) to officially change their name to Blackberry- which is much more recognizable amongst consumers. I agree with Karen when she points out that by changing their name to Blackberry, the company takes advantage of any positive connotations related to it. When I think of the name “Blackberry” I think of quality phones that cater to businesses/business people and/or other business functions. In regards to the Z10’s success, this view of “Blackberry” is both good and bad. Blackberry is likely to do well amongst business-focused consumers, as it has already built a strong brand reputation that caters to them. However, with this newest addition to Blackberry’s devices, the Z10 ads appear to be catering to a broader, more youthful and active audience. For example, this Z10 ad

starts with the original view of what a Blackberry device would be useful for (in an office) but promptly segues into many different activities and scenarios where diverse groups of individuals are using the smartphone for many other activities far from its traditional business/office functions. For this reason, while the Z10 can be seen as a line extension- another smartphone added to their previous models- I also see it as a brand extension, because this particular phone has many new and different features, but most importantly, is going after a completely new target market. To this target market (those less engaged in business activities), the Z10 would appear as a completely new product offered under the Blackberry brand (brand extension).

The week after the Super Bowl and as exciting as the game was, I must admit that it was the Super Bowl commercials that I went back on Youtube to watch.  Maybe it’s just me, but there is something really exciting about watching these ads, knowing that they are likely the crème de la crème of their marketing team’s efforts.  The one commercial that especially stood out to me was for Dodge Ram Trucks.

At first, a simple slide show of rustic photos with background narration seems out of place amongst the flashy ads of the Super Bowl. However, (and it kills me to admit it) I soon found myself tearing up at this suddenly endearing commercial that worked so well because it was so simple. With narration from Paul Harvey on the virtues of the farmer and the values that this role reflects, I saw Dodge trying to influence the consumer decision process. By linking their truck to the lifestyle of a farmer, Dodge appealed to both the functional and psychological needs of the consumer. They spoke of the many duties a farmer must accomplish, signalling that their truck is the best for the job, and that if it can handle the many demands of a rural lifestyle, the truck can definitely handle anything else. The ad also appealed to the psychological needs of the consumer.  The combination of the pictures and narration spoke of the importance of self-sufficiency, hard work, humbleness, family, tradition, and in general, felt like an ode to the ‘good ol days’ of hands-on, working class America; hinting to the true grit of what helped to shape America, and what keeps it going today. A consumer would feel the psychological need to embody these qualities and to be a patriotic member of this America. Perhaps being the proud owner of a Dodge Ram truck is the key!

It was interesting and effective to see Dodge pair traditional/stereotypical images of who a farmer is with images of other individuals who also fit the description of a farmer (such as women, children, girls etc.) because this made the commercial seem more modern and relevant to our times. However, the very nature of the narration (which speaks of God etc.) still catered towards a more traditional America. I think that this was a smart move, as Ram’s most loyal customers are likely to relate to the traditional tone of the narration. I also think that this was a relevant ad to run during the Super Bowl because it talked specifically of the bond between a father and son, and watching the Super Bowl (although not exclusively) historically seems like a father/son activity.

Either way, if Ram could have a girl who’s lived in a city outside of America her entire life tearing up and feeling all sentimental (for no good reason!), I’d say it was effective.

I have also included another interesting article here that critiques Ram’s ad, bringing up important points -many to which I agree. Definitely worth a read.