1. stackberry369's Avatar
    10-27-13 11:12 PM
  2. 22mchan's Avatar
    Edit: tried copy and pasting and failed...
    10-27-13 11:15 PM
  3. ronfc's Avatar
    Good read!
    10-27-13 11:20 PM
  4. jafrul's Avatar
    Here you go.

    The world we live in is full of products with incredibly
    recognizable brands. Not only are these brands well-
    known, they are synonymous with all sorts of positive
    feelings and activities in our lives. When you hold a
    ďNikeĒ product in your hand, you immediately see
    yourself living an active lifestyle. When you see a can
    of ĒCoca-ColaĒ, its easy for many to imagine how
    refreshed they will feel drinking it.
    All this doesnít come for free. These companies
    understand that their relatively straightforward (like
    sugared water and running shoes) products are much
    more valuable to people if they represent a desirable
    lifestyle or feeling that everyone wants. The brand of a
    company is supposed to convey all this with a single
    symbol or name, where it is the responsibility of
    company to create and maintain this image.
    In BlackBerryís case,
    their brand has lost
    much of its value.
    Just a month ago,
    BlackBerryís brand
    value took a huge
    slide off the top 100
    list for global brands.
    If you believe this
    isnít important to
    success, just look at
    the list. With Apple
    in 1st place, Google
    in 2nd, and Samsung
    in 8th, its easy to
    see a pattern.
    These companies
    are the ones with
    record profits. Even
    Sony and Nokia are
    sitting in 46 and 57,
    respectively.
    Branding is
    exceptionally
    important in the
    smartphone industry.
    Even HTC, who isnít
    on the list, knows that
    marketing their products to strengthen their brand is key
    to succeeding in the smartphone industry. The result of
    HTCís previous lack of focus on marketing is that they
    are finding it difficult to generate a profit, yet they
    make great smartphones!
    Go figure. The newly released BlackBerry Z30
    smartphone is another fine example of a modern
    smartphone. Itís got the 5″ screen, great design, HD
    display, decent cpu, solid OS, a (decent) selection of
    apps, and all that. The Z30 is practically the same as
    a Samsung Galaxy S4, HTC One, Moto X, LG G2, Sony
    Xperia Z etc., technically at least. The list goes on.
    They are all excellent smartphones as well.
    Show the average consumer these phones and there
    arenít many technical differences they can name that
    actually matter in the experience. What consumers will
    think is that the Z30 is a BlackBerry (and thus isnít the
    latest and greatest), the S4 is by Samsung (and is the
    next big thing), the HTC One looks nice (but isnít too
    popular), the G2 looks the same as the S4 (and they
    make appliances), and the Xperia Z (and Sony stuff is
    usually good). If theyíre looking at the iPhone, they
    know its by Apple (and has all these neat apps).
    Despite the innumerable technical variations between
    the products, the lack of practical differences between
    smartphones that consumers can understand creates a
    situation where the perception of the brand is of utmost
    important (think Coca-Cola). BlackBerry is at risk at
    becoming a victim of the commoditization of
    smartphones, where branding and perception
    dominate the marketplace.
    Personally, Iím a huge
    and proud fan of
    BlackBerry products.
    I believe, without a
    doubt, that the
    software and
    hardware engineers
    who develop
    BlackBerry products
    are world-class
    employees who
    accomplish amazing
    things. Even Google
    and Apple recognize
    this. I have had the
    pleasure of meeting
    many of these
    incredible people
    and the amount of
    respect I hold for
    them is considerable.
    In addition, the
    philosophy behind
    BlackBerry products is
    something that
    resonates with me
    and many that I know
    who choose BlackBerry.
    People donít understand 256-bit AES encryption.
    They donít understand an Adreno 320 GPU. They
    donít understand what makes a good smartphone
    camera. And I donít blame them. In the world we live
    in, smartphones are first and foremost consumer
    products.
    But Iím calling it like it is. And while Iím aware of the
    size of the challenges the company faces, it is the
    responsibility of the management to do their technical
    ability justice and match it with marketing of equal
    caliber. It would be a shame to have it otherwise.
    BlackBerryís brand is damaged because of their
    inability to properly communicate with consumers, who
    became their most important customers. The issue is
    their lack of effective marketing to repair the negative
    perception of their brand. With young teens and
    adults dictating the market trends, asking any young
    person about BlackBerry and youíre bound to find
    evidence of their negative perception. With their
    Samsung Galaxy S3s and iPhones, they see BlackBerry
    as a finished company making QWERTY smartphones
    to old people. While its far from the truth, BlackBerry
    isnít effectively telling them otherwise.
    With all due respect,
    the marketing that
    BlackBerry is trying
    to do is not working.
    I am glad that their
    marketing efforts are
    better than they
    were before the
    appointment of their
    chief marketing
    officer. Then again, it wasnít hard to improve. This
    should not be business-as-usual marketing. This should
    be damage-control and rebuilding-the-brand kind of
    marketing.
    People donít understand ďKeep MovingĒ and they sure
    donít understand what a phone doesnít do. The
    message is confusing. As a result, people still donít
    understand what a new BlackBerry stands for and they
    canít see that amazing lifestyle in the Z10, Q10, Q5
    or Z30. They need a Morgan Freeman-narrated ad
    showing a vision of the ideal happy life with a song like
    this in the background. Putting pets in never hurts
    either. BlackBerry needs to connect the dots so that
    the BlackBerry brand represents a happy and social
    life, not some guy with no friends with elephant feet
    who climbs out of a sewer.
    The solution isnít a walk in the park. Honestly,
    BlackBerryís management has one of the toughest jobs
    in the world in my opinion. The difficulty becomes
    clear when you consider they have to execute a
    global brand turnaround while competing with the top
    two brands in the world, each over 30 times their size.
    Apple and Samsung spend hundreds of millions on
    marketing, while BlackBerry isnít even close to being
    in the same league. Without the kind of cash to keep
    up with the Joneses, it is very hard to engage enough
    consumers effectively.
    Even though the better app selection on Android and
    iOS does have a little sway, the biggest issue for
    BlackBerry is not the tech specs, smartphone design,
    the apps, or the operating system. They have that
    under control. What really sells smartphones, which are
    very personal consumer commodities, is perception of
    the brand and effective marketing to consumers. If
    BlackBerry wants to stay valid in the consumer market,
    they have to transition from the business-facing
    technology company to a consumer electronics
    company with a large focus on selling their vision to
    everyday people. I for one want to see BlackBerry
    remain strong in the consumer space so I can
    continue to carry a smartphone that stands for the
    values that are important to me.
    stackberry369 and 00stryder like this.
    10-27-13 11:22 PM
  5. BadGoliath42's Avatar
    Nice article! Nothing new here, but recapping this specific point about brand perception is definitely a good way to clearly communicate what's happening with BlackBerry.

    Posted via CB10 on my Z30
    10-27-13 11:29 PM
  6. Bbnivende's Avatar
    The basic assumption of this article is that BB touch phones are as good as any other modern smartphone. That is a shaky premise.
    10-27-13 11:34 PM
  7. jvictor77's Avatar
    The basic assumption of this article is that BB touch phones are as good as any other modern smartphone. That is a shaky premise.
    No it's not shaky at all - but it's all down to personal preference.

    Posted from my Z10 baby!
    10-27-13 11:52 PM
  8. howarmat's Avatar
    10-27-13 11:59 PM

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