In case you aren’t a tech blogger, this morning’s hot story concerned the future of Research in Motion, one of America’s “most hated” brands.
Yes, people still get excited about smartphone companies that have fallen way behind the curve. Need proof? Journalists from every major publication showed up to cover today’s new product roll-out event (while sniggering under their breath). RIM, famous only for producing the BlackBerry, used the event as an opportunity to rebrand itself as…wait for it…BlackBerry.
The public already saw the new BlackBerry 10 before today’s big roll-out thanks to a badly staged PR stunt at a November Lakers game, but right now we’re more interested in the company’s decision to name “longtime Apple user” Alicia Keys as its global creative director. What will she do to revitalize the brand? What will she tell her 1.6 million Instagram fans, who still can’t use BlackBerries to follow her account? And won’t she get annoyed when everyone starts comparing her to Beyoncé? We certainly would. She didn’t even play a song this morning, by the way. We feel slightly robbed.