Ever since the turn of the century, the agendas of chief marketing officers have been focused on: (1) The...
Archive for tag: apple
Motorola invented the category of cellphones. Nokia brought cellphones to the masses. BlackBerry invented the keyboard phone for email. Samsung brought better designs. iPhone invented the touchscreen internet device. What is really striking about iPhone compared to other cellphone brands is the consistency in their design and simplicity of the naming. Each phone has the same look and each new model focused on one or two major improvements sure to generate lots of buzz.
Steve Jobs was a rebel who didn’t go about life or work in the normal way. He dropped out of college, was a fruitarian for a time and was often called an arrogant, obnoxious, weirdo. Being a rebel, however, wasn’t the secret of Steve Jobs. In our youth-obsessed culture, rebels are a dime a dozen. Steve Jobs was a technology genius. But being a technology nerd wasn’t Job’s secret either. Silicon Valley is filled with brilliant technology nerds. Steve Jobs was a design genius. He was obsessed with creating tools that were not just good but beautiful. But being a design genius wasn’t the secret of Steve Jobs either. The world has many great rebels, great technology geeks and great designers. What made Steve Jobs so unique was his supremely-gifted marketing ability.
What is RIM doing wrong? Why don’t people appreciate RIM’s BlackBerry brand, profits or growth? Because they are fighting the wrong battle. They are focused on the wrong target. BlackBerry has been chasing the consumer instead of chasing its less-sexy business customer. Why it is that companies that have great success and profits with business clients feel the need to ditch them for the fickle, finicky and thin-margined consumer?