Why people sell products
Let’s play a word-association game.
BlackBerry. Quick – what comes to mind?
Stressed exec, working 18 hours a day, sitting up in bed, pecking at the keyboard to go long on pork bellies while his wife is propped up beside him, lost in the latest Penny Vincenzi?
Olivia’s a funky fashion designer, who jets between Milan, London and New York. And Duncan is a millionaire tycoon and star of BBC2’s Dragons’ Den.
They’re the new face of BlackBerry, in a high-profile campaign called Blackberry People. So you’re not just buying a gizmo, you’re aspiring to a lifestyle. And you’re making a connection with other people.
It’s not about the technology – it’s never about the technology. It’s about what you can do with it, where you can go, and who you can become.
Just like Time Out’s property edition, personalising a message makes it more powerful.
So powerful, in fact, that a friend of mine was convinced he was a BlackBerry person. So he went out and got one. A few days later, I emailed him to ask how his new gadget was shaping up.
Not very well, apparently. He’d just missed a vital meeting.
“Al my appntsmenst were 1 day out,” he jabbed. “Dont knw hw that hapend.”
I think I do. Let’s play the word-association game again.
- Are you a BlackBerry person? Find out at BlackBerry People: click here.