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…
“Rapper-turned-renovator Rob Van Winkle, aka Vanilla Ice, has partnered with Capitol Lighting to create an exclusive elegant six-piece collection of transitional chandeliers and sconces, featuring custom “iced” nickel and bronze finishes. The transitional design and unique silk shades with crystal detail make the collection truly an original, just like Vanilla Ice himself.”
Bob Lefsetz has been all over this, oddly enough. A few jems:
Alicia Keys on Google+:
“Alicia Keys Jan 6, 2012 - Public
I’ve become an iPhone junky! Sad but true. (are u one too?) These are some of my favorite images from my latest download… > > > http://thekeysofalicia.tumblr.com/ > ”
Google+
On Beyonce at the SB versus Keys with BB:
This is pure commerce. Sponsored by Pepsi, as if Ms. Knowles has sipped the sugar water in years. The thought of her drinking Pepsi is akin to believing Alicia Keys uses a BlackBerry!
Lastly, this link to a BB exec who refused to acknowledge the iPhone’s existance:
Charlie’s scathing reviews on the madness of modern life usually raise a smile. His black mirror fiction series isn’t bad either.(new series starting tonight in the uk btw).
This just in…Justin Timberlake is the new Creative Director for Bud Light Platinum.
Seriously.
I think this is a case of “Those Words Don’t Mean What You Think They Mean”. Marketing people or CEOs somehow don’t know what a Creative Director really is or think general public don’t.