Doing the corporate shuffle is never easy when the company is healthy and viable. When the company appears to be knocking on Death’s door, well it’s crushingly difficult. Every decision made is scrutinized by anybody with a mouth and usually met with stubborn opposition. That being said, RIM what in the world were you thinking with the “Be Bold” crap? We get that it was part of a New Year’s fun time extravaganza but “The Bold Team”? Really?

Bring everyone up to speed here: BlackBerry fans were asked to tweet their New Year’s Resolutions using the hashtag #BeBold. Okay simple enough, engage the fans and users you have left while trying to get your brand trending. Nothing wrong there, it’s been done since the dawn of Twitter. Did it die out there though? Nope. Someone in the Great White North released an “infographic” compiling the stats behind those tweets and invented a cartoonish super-hero team named the “Bold Team”. That’s where it started to look like the drunken execs were managing the new marketing campaign.

“Gogo Girl”? “Max Stone”? “Trudy Foreal?” “Justin Steele”? Did the people working on this really have nothing better to do than wrangle up four lame and generic characters that almost mock BB users and fans? I’ve not seen anything so cookie cutter and bland since I last bought store branded sugar cookies. Doesn’t RIM think resources could have been better spent trying to build up their brand, put them closer to Android and iOS devices? I could be a little harsh on the folks up there but this Team Bold crap just isn’t, in my opinion, the way to reclaim some past glory. Hit the break and check it yourselves geeks. Agree or disagree?

Source: Boy Genius Report

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