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RIM’s New Chief Marketing Officer Opens Up in Interview

Frank Boulben1

In what seems to be a continuation of RIM’s media blitz in Canada we now have The Star interviewing RIM’s new Chief Marketing Officer. Frank Boulben has been relatively quiet so far since he left Lightsquared and joined RIM as their new CMO. When Brian pointed out the new interview to me I was excited to learn a bit about what direction Boulben has for RIM.

So far I agree with what Boulben shared with The Star. He sums up nicely in his answer to the following question:

Q: What aspect of RIM’s marketing has been a problem, and is it something you’d like to take a different approach to?

A: There hasn’t been a consistent thought or identity in all of our commercials. We are going to market BB10 in a much more unified way. The people who it’s aimed at have the same values and needs all around the world. Obviously, there will need to be some small differences in the advertising in each market, but the general theme will be the same.

I highly recommend checking out the full interview over at The Star. Let us know what you think in the comments!

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  1. You’ve got to show people actually using the device in commercials. You can’t just have people talking about how much they love BlackBerry unless you show people how easy it is to do stuff on BlackBerry and what BlackBerrys can actually do!

    A while back, RIM did a great commercial on BBM and it showed the power of BBM to the world! That is what is needed.

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