Seventh Brand Attribute: The brand's managers understand what the brand means to consumers.
Again on the initial introduction of the brand, RIM did not understand that the brand was actually a compilation of many factors, with the product being just one small part of that mix. The reliance on using Blackberries for staying in touch constantly also had a very reactive tone to the messaging. While trying to show how people could be responsive they made their brand appear to be addiction to reacting instead. The re-definition of the brand with a strong focus on the personas and identities of top customers however re-cast the brand to show how they understood the most pressing needs of the highest achieving customers it has. The company further tried to communicate in their re-cast branding the value of time and initiating projects, invoking change, and making things happen over merely reacting.
Eighth Brand Attribute: The brand is given proper support, and that support is sustained over the long run.
This is an attribute that is just now becoming evident with the RIM brand, as the previous branding strategies have lacked a synchronized approach to managing all aspects of the marketing and messaging mix. The lack of support for the purely technological and reactive messaging in the first generation of RIMs' branding opened the company up for many criticisms as the brand, in its mystique of speed of response, did not capture the more critical values of work/life balance or the need for taking control of ones' time. Messaging today however is concentrating on these social values and is also supported through a series of other marketing, PR, and Web-based marketing campaigns and programs.
Ninth Brand Attribute: The company monitors sources of brand equity.
In the initial branding efforts, this attribute was terribly managed as the brand became quickly associated with workaholics that could not stop typing even in the middle of their daughters' recitals (Columbus 2005). The lack of control over ones' life but the high importance of the Blackberry as a status symbol of time urgency quickly wore out however, and the Blackberry's brand equity dissipated as a result. With the re-definition of branding to specifically focus on how Blackberry...
Newspaper Strategies The traditional print version of newspapers worldwide has suffered serious setbacks in recent years, to the point that some industry experts are predicting the ultimate demise of print newspapers. But there are creative ways to keep the newspapers in business and profitable, and this paper sheds light on those potentially successful strategies. Also, a news service should be available that reports instantly important economic and business news to points
He also held weekly cookouts and he stood in line with all the crew to show he was on equal footing for that day. Peter Drucker One of Abrashoff's heroes was Peter Drucker, often referred to as the "father" of the modern management theory. Drucker predicted the emergence of the innovative knowledge worker -- the kind of talented employee that electronics firms hire as often as they can -- and he
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