The news today that Blackberry was teaming up with Mercedes for some F1 branding because, RIM’s chief marketing officer told the FT, both are “at the beginning of a journey to reclaim the top position”, is interesting. But it seems to me, if this brand really wants to catch up with its competitors, especially Apple, what it needs is a creative director: a design mind, and, potentially, a famous one at that. Marc Newson, anyone? That would be a game-changer.
Jony Ive is not exactly a secret weapon: we all know how important his aesthetic skills were to Steve Jobs’ crafting of Apple’s identity and success in convincing consumers that electronics are actually fashion/luxury items. I never fail to understand how another company has not seen this and one-upped them by officially appointing a designer of their own.