media reference Tag

Welcome Back, Blackberry! By Douglas Spencer President, Spencer Brenneman, LLC @DouglasWSpencer I remember my first BlackBerry, it was my first big promotion. I was one of the new marketing leadership team members formed by the new CMO. At our first team meeting, he informed us all we would be getting Blackberrys--the phones, not the beepers (yes, this was a long time ago.) “Why?” I asked? So young, so naive. Thus began my 10-year arranged marriage to a device that tried so hard to do so much but only did a few things well. To its credit, what it did well, it did really well. In a word, it did texting well. No, not what we think of as texting today, but what email was back

“I don’t have an opinion. I don’t know their rebranding strategy.” That’s the answer I usually give when someone asks me what I think of a high-profile rebrand, such as the 2016 rebrand of Uber and last year’s rebrand of Accenture and Mozilla. Of course, I always have my personal, visceral reactions to some rebrands, but for the most part, what do my personal opinions matter? As for my professional opinions, one can argue that those may matter; however, only in the presence of the company’s rebranding strategy. Rebranding doesn’t or shouldn’t happen out of boredom, but rather, out of some experienced, expected, or desired change in the business, market, or customers’ needs. How can anyone judge a rebrand if