Apple and Blackberry Surprise
11th Nov 2009
After iPhone knocked Aston Martin off the ‘Coolest Brand’ top-spot in September this year the iPhone looked unstoppable. You wouldn’t be caught to dead in Soho with a generic mobile phone for fear of getting laughed out of whatever trendy bar you were supping cocktails in. However, some shock news seems to have stopped iPhone fans in their tracks. During Q3, Blackberry outsold the iPhone by over 125,000 handsets; yes, you read that right, Blackberry outsold iPhone. The research, according to The Nielsen Company, has shown that despite the rapid rise to trendsetting fame the numbers show a different side to the story.
The Apple brand has shot to fame over recent years and now holds several positions in the ‘Top Twenty Coolest Brands’ list from the Annual CoolBrands survey (check out what else topped the list at http://www.coolbrands.uk.com) Blackberry also featured but fell behind the iPhone, Apple itself and the iPod. The Apple brand has an overwhelming presence in everything they do. The Blackberry focuses more on functionality rather than the name, and the brand and has perhaps carved itself a niche into the business market.
While Apple seems to focus on imagination, creativity and design, Blackberry appears to focus on living life and ambition. The two brands, although in the same marketplace, have chosen very different audiences to target. So what has does Blackberry attribute its success too? Is it a question of functionality over style? Or could it be argued that Blackberry is a more conventional phone for everyday and business use? Whatever the answer, the surprise statistics have shown that strong branding implies success no matter what the reality.
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