Digital Exclusives
BlackBerry is attempting a rebound, and it—and any organization in a similar predicament—ought to think deeply about the creation of their new brand identity.
The Wharton School's Whitney M. Young Jr. Professor of Marketing and "Brand Identity Theorist" explains how companies, products and people need to create a unique image—much like he does for himself.
BlackBerry’s tagline should be “BBM Me.” While their devices have a genuine technical advantage, Blackberry fails to promote it in all of their communications and marketing efforts.
