I’m a gigantic fan of the NFL and my Sundays are spent in front of the television, seldom moving and never changing the channel for fear of missing a big play.
This year, you couldn’t watch 10 minutes of football without seeing a BlackBerry commercial, and in case you’re not a football fan, I’ll describe them: imagine a substandard cover of The Beatles’ “All You Need is Love” accompanying a video of young people trying, failing, and then overcoming a creative obstacle.
There’s one version that features two Asian women trying to make it as fashion designers; another has a group of young white men trying to find success as a band; and another that focuses on a woman trying to learn to break dance.
Yes, the videos tell a detailed, tight story. But the music – and the message – is wrong.
Think about it. If you’re trying to reach 20 somethings, how many of them know the Beatles and their body of work? And if they do know what the song is really about, don’t you think their Irony Meters would be going off like howler monkeys in the jungle?
It’s obvious BlackBerry wants to sell their phones to consumes who make up the younger market. These millenials are already carrying iPhones or other smart phones that don’t have the suit and tie image linked directly to BlackBerry.
Gaining market share means growth – but trying to change your brand can cause irreparable damage.
It’s not like The Beatles ever decided they could make movies. Oh, wait. . .