Blackberry

These days, I’m watching much more TV programs than when I was in Japan. Since I don’t have TV in my home at that time.
Interestingly, I found more and more Blackberry’s AD, while their share is decreasing due to the competition with Apple and Android.
275px-Smartphone_share_2009_full.png
And it seems that Blackberry is trying to change its brand image from “Business widget” to something else. Please compare their latest AD and one in 2007. In the AD of 2010, you can find messenger, designer and even DJ are using Blackberry.
In my view, they are destroying their brand equity. As the result, they will lose current loyal customers who really love Blackberry because only cool business person uses it.
AD in 2010


AD in 2007

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