RIM aka Blackberry: Technology’s Comeback Kid

February 11th, 2013

One company that has been making headlines over the past few weeks is Research In Motion (RIM) Limited. Or should we say Blackberry? Despite its history, the company first made waves in the business world back in 1999 when it released the first version of its Blackberry smart phone product line. Unfortunately, after years of unrivaled success, the brand lost its focus and missed the boat on major shifts in the market, which resulted in a major brand loyalty exodus and the rising success of competitors such as Android and Apple.
However, RIM is on the verge of a comeback, and if we didn’t know any better, we’d think that they took some lessons straight from our website. They followed 3 simple steps:

1. Identify the problem: With the company rapidly declining, researchers at RIM had to recognize that a small screen, BBM and a lack of creativity was not going to keep them afloat amongst their competitors. They needed to dig deeper to identify a new market differential.

2. Build a new story: Not only did they change their name from RIM to Blackberry—an ode to the product that catapulted the brand to success, but they also created a new tagline “One Brand. One Promise.” And arguably the most newsworthy, the company appointed Grammy Award winning artist Alicia Keys as the new Global Creative Director of the company.

3. Launch it for the world to see: Blackberry held a launch event in New York City where they unveiled all of the new bells and whistles, including a new operating system, the Blackberry Z10 and the Blackberry Q10 phones.

As the new Global Creative Director, Alicia Keys articulated her relationship with Blackberry in a rather unconventional way: She compared it to an ex-boyfriend. She noted how much she loved her Blackberry phone, then got fed up and broke up with it, only to return in hope for a more promising future. As silly as that may sound, Keys hints at a valid point. Companies go through their ups and downs, but understanding the value of rebranding strategies is one of the only proven ways up. This may be the final piece to the puzzle for Blackberry, but all we can do is wait and see.

Is this the right step for Blackberry, or will the brand continue its rein as the technology of the past? We want to hear your thoughts!

Posted Under: Branding, Innovation & Technology
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