ronn torossian blackberry

While I am addicted to the old Blackberry, the brand is in a very bad place and today’s news that they consolidated their PR firm work won’t make their product any better – despite their $10 Million Budget.  This is a brand which needs a tremendous amount of buzz and a complete revolution in terms of how they approach success. Especially in 2015 and going forward, it’s crucial for blackberry to reinforce their brand image and who their products are catered towards.

While Blackberry is launched  their new Smartphone with a built-in keyboard in America, the Blackberry 10, one wonders if all the people at their public relations firm will indeed use the blackberry rather than an I-Phone.  It’s not an easy task for the agency to insist on.  Even their celebrity spokesperson Alicia Keys posted from her iPhone after being hired by Blackberry.

Indeed, I am a major fan of Blackberry as anyone who knows me can attest to. A point of discussion at so many meetings I attend is my old-school Blackberry 3300 which I am addicted to because of the roll on the right-hand side – there’s nothing better for email.  (I buy refurbished ones regularly on Ebay).

But for the company to get relevant again is going to take much more than just changing their PR firm. Perhaps a rebrand is in store, or maybe Blackberry just needs to do a better job of telling their brands story. Their target demographic needs to be those in the professional business arena, and not the “hot new gadget” space. Only time will tell what the future of blackberry has in store.

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