February 3, 2013
You’re a company on its knees. Your future depends on selling significant volumes of a new product in one particular territory. You have an opportunity to tell your target audience why they should buy your new product.
You spend millions buying air time. And then you develop this 30 second spot…
BlackBerry called it an ‘execution’. I’m calling it suicide. It’ll be studied by marketing students for generations to come. As a marketer I can’t even begin to understand why somebody at the company thought this was a good idea!
I’ve been saying that it would be the marketing that killed RIM [now rebranded BlackBerry] and it’s new BlackBerry10 operating system. If this doesn’t convince those that told me I was wrong, I don’t know what will. I didn’t think it could get any worse than the ponytail cutting that preceded the launch of BlackBerry10 last week. I was wrong.
BlackBerry’s Marketing Director, Frank Boulben, should be fired. Whoever developed the creative for the advert should never be allowed to practice again. Anybody who saw the advert before it ran and didn’t say anything deserves everything they get!
I’m calling it now. BlackBerry. Is. Dead. #RIPBlackBerry
You can read my previous posts about RIM/BlackBerry/BlackBerry10 here
BlackBerry [$BBRY] stock rose more than 15% on the first day of trading under its new ticker symbol and is up 5% in pre-market activity at the time of writing this. This does not change my fundamental view that BlackBerry will fail as a result of an inability to market its products and differentiate against its competition.