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.

See also  The Role of Storytelling in Cannabis Marketing Campaigns

 

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian
https://www.5wpr.com
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.

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