And Blackberry blinked. It looks like it also wants to be warm, fuzzy and young (no, not hip, that would be too much, wouldn’t it?). They are trying to fend off Apple from their “loyal” following by becoming closer to what they are not. In my opinion, a mistake. You are who you are and need to fight the branding battles from your brand’s strong position. Recent campaigns from HP show a much rejuvenated brand, hip and playful. When I saw the TV commercials, I thought it was an Apple campaign. I believe it helped HP’s sales but I’m not sure it fully succeeded in repositioning the HP brand. It takes a lot more than a hip ad campaign. In my opinion, I would have sticked to the reasons most people buy into the Blackberry brand: the young, business-type personality. So stick to your guns Blackberry and to your following.

Let me know what you think.

Best! jr/thebrandingeye