[Rooster99]

MediaPost Publications BCG Studies Ways Gen Y Rewards 'Brand Soul' 01/16/2014

- R.

[edu3110]

Very nice article!

Post via my AWESOME Q10! BBM Channel: C12140D

[diegonei]

This should be very interesting! Thanks for sharing!

[sandman10]

Cool

Posted via CB10

[Grumblegrumble]

Great read, thank you for sharing.

[Dylan Garcia2]

Sad but probley true ,

[SmellWhole]

Such a peculiar generation ...

[bigbadben10]

BCG urges companies to create a ?cross-media, cross-channel, cross-device brand presence? -- one that ?reinforce their authentic reputations and brand soul with the relevant values, personality traits, and communications.

Is this not what BBMx and Channels are all about. BlackBerry is doing exactly this.

Posted with my gorgeous Z30

[aha]

Great analysis and this generation is going to be great.

Not necessarily a positive point for BlackBerry though. Media are mostly negative towards BlackBerry, but the friends, families of gen Y are not necessarily positive neither.

Posted via CB10 with Z30 on 10.2.1.1925+1926 radio

[southlander]

So how did BlackBerry fail in this? Say more so than any other smartphone maker?

Other than the obvious point that BlackBerry is pretty bad at appealing to consumers anyhow.

Z10STL100-4/10.2.1.1925

[Rooster99]

So how did BlackBerry fail in this? Say more so than any other smartphone maker?

Other than the obvious point that BlackBerry is pretty bad at appealing to consumers anyhow.

Z10STL100-4/10.2.1.1925

I take it, southlander, you didn't read the article before you posted your question?

- Lack of a 2-way, reciprocal relationship (ever been to an Apple store or Genius bar? Or tried to communicate with RIM/Blackberry in any way?)
- Picking a celebrity spokesperson late, and then the wrong one (Turning down the incredibly vocal Beiber vs the much lower profile Keys)
- Rolling out an incredibly ineffective celebrity spokesperson program (compare the Apple ads with U2 with the ??? produced by Keys - and remember, we're talking brand here, not device)
- Of the approaches Gen Ys like, missing every one - Tech-savvy missed, except in incredibly detailed babble-speak that meant nothing and then wasn't delivered on; Modern - missed, Rebellious - Not even close, Trendy - Nope , Energetic - Nope, Hip - Nope, and Funny - Not even worth considering

And in regards to part of your question, I wasn't comparing RIM/Blackberry to anyone else in my OP so I won't bother doing so here, except for the reference to the Apple Genius Bars and stores as examples of what Blackberry "could" have done.

- R.