iab: I’d hire you. You would make a kick-butt design. I would present it and the media would be so busy talking about how great it is, they wouldn’t notice that Alicia Keys wasn’t standing next to me at the introduction.
I love how Apple does everything in public and their competitors still can’t manage to come close…
That’s my point. Trying to educate 99% of the people is pointless and expensive. It is much easier to sell a me-too product with a face that 99% do recognize. It’s RIM’s only hope because they have nothing else.
It’s RIM’s only hope because they have nothing else.
Oh, I dunno… even though I live in California, I buy motorcycle parts from MAXBMW in North Hampton, NH partly because they include a package of M&M Peanuts with every order.
Quite well, didn’t it yo if i remember correctly? Like or loathe her public personality and the posh/becks media lifestyle, she’s won over enough of the fashion gatekeepers to make me think she’s not all smoke and mirrors.
I do remember being in a couple and seeing the paneling falling off after a couple of months or maybe I am just thinking of the lesser Land Rover. Victoria could market me gourmet string cheese and I i’d buy it ha.
I am at a wireless conference this week here in Vancouver. Ironcially, I had a chance to chat with one of the VPs of RIM. I was still seething a bit from this announcement about keys.We had a nice chat and I held no punches.
She was…how to say…sincerely concerned that people are interpreting the Alicia Keys as simply rolling out a star and calling her Creative Director. The intention, in her words, is spokeswoman in conjunction with a creative endeavor between her and several other artists. Apparently they gathering several artists together that will be creating a unique digital art experience with the new Blackberry Z10. She IS the creative director of that endeavor…apparently.
She recognized that the roll out of the CD title for Keys could have been clearer.
I also got to hold a Z10 and play with the OS, etc. This is the part that gave me hope. Their product isn’t a Zune. It isn’t a “me too”…especially the IxD. They have done some serious UxD to address the needs of the road warrior, etc.
In a 2 minute tinker with the device I can’t say yet whether or not it pulled me back from the ledge of wanting to see Blackberry fail, but it definitely tempered my disappointment.
There is asymmetry between the ‘flashiness’ of the role and the potential impact her role can have, if its in the capacity you describe. Do smart phone consumers rate ‘unique digital art experiences’ high on their decision making process? Will they be swayed by ‘art directed by AK’ scripted on the handset or interface? It still feels juvenile.
Is there a term for this practice of hiring pop stars to ‘creative direct’ your gadget/auto company - you know, along the lines of ‘greenwashing’?
The hip and cool went out and bought iPods and Beats.
BB, HP and Polaroid went out and bought the hip and cool.
One way makes the company money. The other way spends it.
BTW, not a new strategy for BB. They’ve been pushing their “for do-ers, not for looks” marketing for the last year. I think there were some singers and musicians involved in it. It’s success can be measured…