After reading my classmate Khanh Nguyen’s Blog on Blackberry, I couldn’t help but write a response on the topic of Blackberry. Having been following the company for a while now, I feel quite passionately about discussions relating to Blackberry.
I personally feel that Blackberry has a long way to go. I don’t have any problems with the fact Blackberry changed its name, in fact I agree with Khanh that it is definitely an effective means of repositioning its brand in the minds of its consumers. However, what I do have issues with is Blackberry’s marketing strategies after its rebranding. It seems some of its attempts to build awareness have gone awry.While having Alicia Keys on board as Creative Director is definitely a plus, she reportedly tweeted using her Iphone right after. The post was soon deleted and the blame was immediately placed on hackers. Whichever story is true – that Alicia Keys had actually been careless or hackers had broke into her account – the only thing we know for sure is that this story damaged Blackberry’s image. Even its primary endorsement was suspected of using its competitor’s product.
Blackberry’s other marketing campaigns have also been quite a disappointment. Its much anticipated Super Bowl Ad, showing what Blackberry couldn’t do, garnered mixed reactions and ultimately failed to capture the likes of its target market. I am also not too impressed by its Z10. While it is good to see Blackberry finally attempting to keep up with its competitors Apple and Samsung, the problem is just that – it is starting to look more like a follower than the innovator it was years ago. Blackberry must do more for consumers to buy their product. I completely agree with Khanh, I can’t see myself ever switching from my current Samsung S2 to a Blackberry Z10.