Reinvent Or Risk Ending Up Like Blackberry.
Outthink Or Be Undone — That’s The Message We’re Getting From Blackberry. Can BlackBerry get back in Black? A good question and one that’s all over the news.
Remember when people use to be proud of their BlackBerry? Pre-Smartphone days those corporate boys and girls used to boast about their cool little (well, they were little in those days) devices. Getting emails on the go and being “connected” was seen as cool. Before kids got onboard the BBM messaging vibe, business users could never have believed that the device would lose its shiny appeal.
Fast forward four years and just ‘being connected’ is so yesterday. Now Smartphone users are super-connected and empowered by everything from apps to NFC. Everything is mobile and the BlackBerry just hasn’t kept up with the Smartphone generation and its love for all things done on the go.
BlackBerry’s struggling owners have finally clicked that to get them out of trouble they need to start considering a sale in the hope a new owner will lift their performance.
And with the Canadian company’s last venture – the Blackberry 10 - coinciding with 5,000 job loses and $70 billion shareholder drop – they really need to start getting the big decisions right.
But how does a business that was once so innovative stop innovating? That’s an issue for companies across the globe, whether their business is in the tech sector or not. Innovation is the new lifeblood of today’s brands – constant reinvention is key.
It’s something Blackberry has had to stomach as it watched its rivals acting like challenger brands even when they got to a scale and size they didn’t need to – and continue doing so today.
These ‘challenger’ brands aren’t always breaking the rules or being provocative just for the sake of it, instead they’re constantly striving for better services and products, they’re focusing on being creative and engaging with consumers. And most importantly, these brands aren’t making the mistake of letting the competition define who they are; they’re ensuring that they do that for themselves.
So let’s hope that good old BlackBerry can find a joint venture or partnership rather than just being swallowed up or pulled apart. But one thing is for sure, if you don’t keep reinventing and looking over your shoulder then - know matter who you are - your brand is on a limited shelf life.
Browser Airbag. Want one?
Meet Eddie the Inventor and his latest “Browser Airbag”. http://lnkd.in/XGzm_M
Thanks TheDrum for giving Eddie some love
Eddie gets some coverage in Campaign
Tesco Mobile looks to prove it’s #nojoke on Twitter with Jam
The Drum gives us some nice press on a bit of stuff we did for Tesco Mobile.
Our line ‘No Joke’ seems to be hitting a cord.
Cheers The Drum
I’ve stopped counting the times I’ve heard the term “storytelling” or now even “story whispering” today from Cannes.
In contrast I have hardly even heard anyone use that good old fashion term “advertising”. Even some old famous ad men have seemed to have dropped it. Has it lost its relevancy? or is it just more hip to swap it for a more Gen-C cool term? Or maybe the whole broadcast method of one way comms has been pushed aside by the rise of two way more social comms and the rise of an “audience of users” (a term the good folks at B-reel talked about earlier this week).
Co creation and collaboration and being real with a purpose seems to be on everyone’s lips and no appears to be talking in ad or advertising terminology.
Over the week, I’ve seen a whole bag of wonderful pieces of work that are far from the traditional worlds of the madmen era. So no wonder the term advertising is looking more and more classical. The industry are still embracing and celebrating the love of craft and skills of our industry’s past but the outputs from work like “text books” to long form films, to even community management pieces picking up gold lions and more is as different as the words advertising vs storytelling in their approach.
Sit watching an ad in award show and you see a sea of arms holding up their smartphones or tablets and interacting with the show as active users nowdays.
So maybe the very nature of advertising is changing and the term could soon disappear?
Who knows but agencies now are just calling themselves “creative” instead of “advertising” is a hint that its well underway already.
Or I could be wrong and the disruptive innovation we’ve seen be awarded in this past week will be all to quickly forgotten about when the film Lions winners get announced and the big ad networks 30’ and 60’ formats are front page in the press. Lets hope not.