RIM: “you don’t just think different, you do different”

By , May 7, 2012

Risking to be called out as a fanboy, I just can’t help noticing the new lows Research In Motion sank to. The staged ‘Wake Up’ protest?

Well, that silly campaign has now culminated with more of the same, as if this whole anti-Apple nonsense was going to do the company’s declining BlackBerry biz any good.

Canada-based RIM, which recently unveiled its new BlackBerry 10 OS, set up a new website that invites business people to “wake up and be bold”.

But the embattled BlackBerry maker, once a mighty smartphone brand, couldn’t refrain from taking potshots at Apple, saying in the crawl on the website that “you don’t just think different, you do different”.

It’s no surprise that indirect Apple bashing is now official strategy at RIM. What surprises me is that nobody on the executive team realized it wouldn’t work.

RIM’s clueless, man. They’re done for, but just don’t know it yet…

The website reads:

WAKE UP.

It’s time to mean business.

Now before you go looking for your suite and briefcase, we’re not talking about that kind of business.

Business is no longer just a suit-wearing, cubicle-sitting, card-carrying kind of pursuit.

These days being ‘in business’ you’re the kind of person who takes action and makes things happen.

You don’t just think different… You do different.

It’s a simple choice:

You’re either here to leave your mark and eat opportunity for breakfast or you’re satisfied to just float through life like a cork in the stream.

That voice that reads the crawl aloud sounds a lot like CNN’s Richard Quest, no?

By the way, the part about leaving your mark sounds all too familiar.

Here, remember this?

Then it continues:

Now, we know some people will choose to float on by and that’s fine.

Being in business is not for everyone, but unfortunately… there is no middle ground. You’re either in business or you’re not.

For those of us with our eyes wides open, we need to realize there’s only one device for people who mean business..

The brand that’s been in business from the very beginning.

Wake Up, Be Bold – Blackberry

Note to RIM: mission statements are fine, Apple did a few themselves (here and here). But now’s not the time to play hero and be dismissive of the realities. It’s this very cocky attitude that eventually cost you your hard-earned reputation.

Listen, don’t get me wrong.

Like any other company, the beleaguered RIM is entitled to resort to negative advertising in promoting its products.

I also do not think RIM shouldn’t poke fun of rivals or even ridicule them, if need be.

But I too am entitled to my own opinion and I just don’t think RIM’s doing itself any favor by attempting to negatively paint Apple in official advertising.

I obviously am not alone.

Some call it the most boring campaign they have ever seen, others sarcastically point out it won’t help turn RIM right around and then there are those not being this polite at all.

If I were a CEO of a once great smartphone maker spiraling down to a single-digit market share in the U.S., I’d definitely demand that my marketing people conceive a communications strategy entirely around new product features and our core strengths.

The way I read RIM’s message now is that the iPhone scares them to death.

Not that they shouldn’t be scared, mind you.

But it just doesn’t make sense from marketing standpoint to ever mention Apple because it just reinforces the notion floating out there that BlackBerry already lost out to iPhone in enterprise.

So, what did you think of the ‘Wake Up, Be Bold’ website?

Was it too much for your comfort level?

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  • http://www.facebook.com/profile.php?id=602498692 Benn Steward

    RIM still exist?

    • http://twitter.com/ArmenMomejian Armen Momejian

      LooL you made my day Benn Steward !!!

  • http://twitter.com/thegabrielk Gabriel K

    all that will do is to attract people to ridicule RIM even more than they did before for staging the Wake Up protest. Smart move, Rim, smart move.

  • Anonymous

    In all fairness you are looking more and more like a fanboy. This post is a waste of time. It is getting harder and harder for companies to exist so they are resorting to things they would not normally do and i think you are forgetting that over the past 20 years RIM has contributed to the mobile world alot more than apple. The wake up thing was a joke YES but so is a professional site like IDB allowing you to post this kind of crap. Remember The samsung thing?????? You attacked them like a fanboy now you are trying to justify your actions by now doing the same against RIM.

    • http://www.idownloadblog.com/author/dujkan Christian Zibreg

      I’m calling out RIM because I don’t like it when corporations resort to negative advertising.

      RIM is entitled to take advantage of negative advertising and I am entitled to disagree with them and call them out on such practices and just about everyone is entitled to disagree with me.

      As for Samsung, yes turned out Samsung wasn’t behind the campaign. While I admit the headline could have been better, the article clearly separates my personal opinion from what was known at the time and I clearly stated I was speculating.

      • Anonymous

        The headline of the article was not the only part that could have been improved, the content was severely lacking and was more of a whine fest that seemed to stem from your feelings being hurt. Here are a few choice quotes of you ‘separating your personal opinion from what was known at the time…

        “Childish: Samsung stages douchebag stunt urging Apple store shoppers to ‘Wake Up’”

        “I thought Samsung couldn’t go lower than the iSheep thing.

        Obviously, I was wrong.”

        “Nice move, Samsung! Your marketing tactics will definitely spring to mind the next time I’m in the market for a big screen telly or a refrigerator.”

        I really need to stop reading this guys ‘articles’ they’re a joke and they make my head hurt.

      • Anonymous

        Sorry but that’s nonsense Christian. You made a big mistake, you should man up and admit it, then just let it go. Don’t try to downplay your scathing attack on Samsung, it’s in black and white. If you’re not willing to admit your blatant libel of an innocent party, you shouldn’t be reporting the news.

      • Anonymous

        Does that mean you prefer Apple’s positive enslaving ?

        By the way : Government != Enterprise

        RIM isn’t bashing Apple enough imo… Loosing out to apple in their own field of expertise (corporate mobiles) must’ve been a big hit to their pride… A bit like you felt damaged in your pride when you wrote this piece of crap some would dare to call an article. You went much more all out than RIM did. They’re just saying it like it is… iFanBoys are corks floating in the sewers and happy about it because they can’t see the sunlight so they don’t know it exists.

  • Anonymous

    “Risking to be called out as a fanboy…”

    You were labeled a fanboy when you wrote multiple articles bashing Samsung  based on a theory (which you presented as fact) that they were the ones who were behind the ‘wake up’ stunt. You are without a doubt a fanboy and that’s not a bad thing, it’s just difficult to take a fanboy seriously. My advice, stop bringing up the ‘wake up’ stunt (unless it is to apologize for your blind rabid rage and false accusations about it), you only look foolish each time you write about it. 

    “I’m calling out RIM because I don’t like it when corporations resort to negative advertising.”

    Did you feel the same about the ‘I’m a Mac, I’m a PC commercials’?

    • http://www.idownloadblog.com/author/dujkan Christian Zibreg

      Matter of fact, at times the PC vs. Mac ads were out of line and sometimes in bad taste, yeah…

  • http://twitter.com/mattafakt Matta Fakt

    God forbid a tech company spends some time and effort coming up with new ideas and technology that will actually attract customers rather than banking on tearing down those who have made success in doing so. You need to sell YOUR product more than you need to stop the other guy from selling his. Get to work!

  • http://twitter.com/mattafakt Matta Fakt

    God forbid a tech company spends some time and effort coming up with new ideas and technology that will actually attract customers rather than banking on tearing down those who have made success in doing so. You need to sell YOUR product more than you need to stop the other guy from selling his. Get to work!

  • Anonymous

    Sebestien. Please take this guys computer away!

  • http://www.facebook.com/people/Keith-Wilson/100000592569208 Keith Wilson

    I think that WAKE UP campaign was CORNY AS HELL and this lil website bashing is making RIM look like there rebels from the V for vendetta comics lol I mean just think of it like this…… Remember when freza fought goku and at the end goku let freza lived, gave him a lil boost to fly away and decided the fight was over and what freza do … TRIED to kill him and got blasted on….Well RIM is being freza right now I understand they losing bad but u don’t attack the big dogs and expect to win I mean even there new phone LOOKS iPhone-ish so what are you really proving by saying wake up and sending 20 people to one of there 323 stores?? NOT A DAMN THING!

  • http://www.facebook.com/people/Keith-Wilson/100000592569208 Keith Wilson

    I think that WAKE UP campaign was CORNY AS HELL and this lil website bashing is making RIM look like there rebels from the V for vendetta comics lol I mean just think of it like this…… Remember when freza fought goku and at the end goku let freza lived, gave him a lil boost to fly away and decided the fight was over and what freza do … TRIED to kill him and got blasted on….Well RIM is being freza right now I understand they losing bad but u don’t attack the big dogs and expect to win I mean even there new phone LOOKS iPhone-ish so what are you really proving by saying wake up and sending 20 people to one of there 323 stores?? NOT A DAMN THING!

  • http://twitter.com/grantster5405 Grant Lawrence

    I hate this advertising campaign as well, but I hope that Apple doesn’t completely take over the market. Competition between manufacturers is what continues to drive new technology on the market. Blackberry should focus more of it’s efforts on continuing to evolve and build it’s products better so it can actually compete with the iPhone, rather than draw negative publicity to itself by this stupid-ass ad campaign. The only thing that can save RIM now is if it’s new operating system is a total game changer. Respect for RIM – 50%…

  • Logan Moore

    And RIM is definately doing different right? Lmao, and no I don’t own an iPhone.

  • http://twitter.com/NutekRD Nütek

    Everybody is thinking and doing different but you RIM. Wake up Blackberry it’s 2012.

  • Anonymous

    something tells me Apple users/fanbois-whatever would not have these staged ‘Wake Up’ protests if the tables were turned

    so much for keeping it classy and letting the product speak for itself

  • http://twitter.com/Appetent_Net Info

    Companies or people that resort to ad hominem fallacies such as using the term “fanboy” deserve criticism. I am a technology fanatic so the term doesn’t offend me. What does offend me is the mediocre offerings from many consumer electronics companies who simultaneously deride market defining products.

    Companies and people feel the need for abusive fallacies when the facts don’t support their conclusions. Unfortunately for the opposition, virtually all the evidence supports the logical conclusion that Apple is the premiere consumer electronics company today.

    Apple has outstanding customer retention, 89% versus nearest competitor with 39% for smartphones.

    Apple has the best customer service in every market in which they compete.

    Apple has above average reliability with less than 2% return rate on products that are constantly derided by competitors while competitor products reported 16% return rates

    Apple provides free or very inexpensive software upgrades regularly that enhance existing products significantly while competitors don’t offer upgrades or offer inconsistent but expensive upgrades.

    Apple iPhone 4S is competitive performance-wise with competitor products that have 150% greater CPU clock speeds and 200% more RAM.

    Apple products are highly secure as evidenced by only two significantly successful malware threats in the last ten years (MacDefender and Flashback).

    Apple has the market leading ecosystem with:
    28 million (mostly) DRM-free songs worldwide (many encoded as 256 kbit/s AAC)
    1,000,000+ podcasts (USA)
    40,000+ music videos (USA)
    3,000+ TV shows (USA)
    20,000+ audiobooks (USA)
    2,500+ movies (USA)
    725,700 App Store Apps with more than 25 billion downloads

    Apple has more than 70% of the digital music downloads and nearly 70% of digital movie downloads, Apple iTunes is the premiere digital media store.

    Apple iTunes in the Cloud provides free, unlimited perpetual storage and access on-demand to the entire catalog of purchased movies, music and TV shows.

    Apple iCloud provides free mail, calendars and contacts.

    Apple iCloud provides 5 GB free storage which enables bookmarks, calendars, contacts, data & document, email, notes, to-do lists synchronization across devices and platforms.

    Considering that the preceding evidence supports the conclusion that Apple has the best consumer electronics products I am not ashamed of being labeled a “fanboy.” When competitors develop products that rival Apple’s I will enthusiastically support them as well.

  • Xavier du Coudray

    RIM is to the smartphone industry what Rebecca Black is to YouTube: it’s being talked about because it’s disliked.

  • Anonymous

    Rim good on a car or on a bike but lame with phones

  • Anonymous

    The campaign was a bad rim job…lol

    • http://www.facebook.com/people/Mahmutcan-Toerka/1096122283 Mahmutcan Toerka

      Lol, do you know what ironic is. Rim says wake up to iphone and they come with a iphone look-a-like (ripp-off) phone. Finally touchs reen…

  • http://www.facebook.com/diamondmonaco Diamond Monaco

    Let me read the goddamn news…

    “RIM, in their final hours, has decided to take one last swing at the
    company that defeated their now obsolete Blackberry: Apple. The campaign
    first started on FaceBook but couldn’t gather support, so RIM used the
    last bit of company money to hire some protesters off Craigslist. We
    spoke to a few of them:”

    TV12: Why are you protesting Apple?

    Steve: “Occupy wasn’t paying the bills. RIM gave us jobs… and a shower.”

    TV12: Do you prefer the Blackberry or the iPhone?

    Mike: “What’s a black burry?”

    Apple was unavailable comment, but RIM CEO Thorsten Heins talked our
    heads off for hours stating ranting about Apple. “We’ll take all the
    publicity we can get Maybe if I get a terminal illness people will buy
    my shit”

    When questioned why Heins wanted to meet with us at Denny’s his responce
    was: “iHop sounds to much like and Apple product and AppleBee’s well…
    You get the picture.”

    Heins, who sped off in a Camaro, stiffed us with a $29 bill.