BlackBerry’s brand journey from ground-breaking smartphones to ground-breaking intelligent security, everywhere.
What springs to mind when you hear the brand name ‘BlackBerry’? If it was a mobile phone, you’re not alone.
BlackBerry’s Double Pivot: Brand Transformation Worthy of an Olympic Gymnast
From bars to cars If you worked for an organisation in the first decade of this century and went out with your mates after work for happy hour, you no doubt recall the scene of everyone typing away on their BlackBerry the way teenagers now text on their iPhones. BlackBerry had their own operating system, […]
Brand Despotism: a post-mortem of the Trump regime – Part 4
How to avoid brand despots How to avoid brand despots Trump was the most famous, the most egregious, the most dangerous brand despot in American history. And we’ve seen there are plenty of brand despots around the world. But most are in countries that are already authoritarian, or ravaged by war and looking for a […]
Brand Despotism: a post-mortem of the Trump regime – Part 3
Identity and values Identity and values A key element of any brand is its visual identity, such as its packaging design and logo. These often stand in for the product itself. We only need to see the shape of a Coca-Cola bottle or the Nike swoosh to know the company it represents. Brand despots need […]
Brand Despotism: a post-mortem of the Trump regime – Part 2
It’s not about politics (the despot is the message) It’s not about politics (the despot is the message) Donald Trump rose to occupy America’s highest political office on the strength of not being a politician. This was one of the few honest statements he ever made. He had never held any political office. But why […]
Brand Despotism: a post-mortem of the Trump regime
Introduction: the brand despots among us This 4-part series will explore what I call the ‘abuse of brand power’ and how it led to the decline and near fall of the United States. We will talk about the methods despotic personalities employ to corrupt brand, and how you can avoid brand despots in your own […]
Gen Zs are leaving traditional marketers on read
Translation: Gen Z speak for ignoring traditional marketers The real digital natives You’ve all doubtless heard of Boomers, Gen X, and Millennials, but you may not be as familiar with Gen Z. I wasn’t. Gen Z is the generation born roughly from 1996 to 2010. The defining feature of this demographic is that they are […]
How Gen Z are rewriting the brand playbook. Will your brand cut it in a Gen Z world?
Gen Z is the largest generation, making up 30% of our current global population. As the future buyers and decision-makers, they hold immense power over brands.
Will the next generation lose their virginity in autonomous cars? The real threat to automotive brands! – Part 1
Brands fulfill more than needs I recently talked with Mario Herger, author of the book The Last Driver’s License Holder Has Already Been Born, which claims future generations will not need, or even want to own cars. Mario is an innovation researcher and consultant based in Silicon Valley. His former employer, SAP, is located next […]
How disruptive technologies are upending the world’s biggest automotive brands.
The global automotive industry is currently being disrupted on a level not seen since the introduction of the internal combustion engine replaced the horse and cart. Connected, Autonomous, Shared and Electrified cars are changing the face of the automotive industry to the extent that in 10 years’ time many of our much loved car brands […]
