Labels:
Blackberry,
entrepreneur,
Nokia,
Quirky
Monday, March 9, 1931: Dow 183.85 +4.12 (2.3%)
21 minutes ago
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WHAT DO YOU DO WHEN you've lost your mojo? Do you try to get it back, or do you try to adjust to your new role? It's one of those questions quietly vexing those we once admired (but obviously don't anymore).
For those depopularized celebrities who happen to be reading this (because time is all they have) and who are opting to get back their mojo, I can only offer blood, sweat and tears. It's possible for sure, but not for the faint of heart. Rob Lowe has gotten it back -by playing in the West Wing. John Travolta has gotten it back -by playing in Get Shorty. But all the others -to the best of my memory- are lost in translation. Livening up private parties of the rich, opening rodeo's and Asian shopping malls; stuck in home shopping network limbo.
The same holds true for companies, of which there are many, many examples. Former darlings of the Dow Jones, with products and a reputation envied by their rivals. They had it all! Untill they didn't.
Last week, one such company showed how it had chosen to handle the loss of its mojo. The Nokia ad printed in Time's last issue of 2009 showed Nokia's new E72 phone (very much trying to look like a BlackBerry) accompanied by the text: "The new Nokia E72 is here. Let's axe the BlackBerry Tax."
Anyone who's ever taken any basic marketing course of any kind -be it a free e-book or a semester at Harvard Business School- knows this is about the worst possible way to advertise a product. Mentioning your competitor and its product by name -basically putting it on a pedestal- and then going negative.
It's like the ex-boyfriend who -dressed as new boyfriend- shows up drunk at a party, climbs up on the stage, grabs the mic and starts dissing the new boyfriend, ending with: "Seriously, I look just like him, only even better." (I've seen somebody do this for real once and I seriously wonder if the guy ever recovered from it)
Nokia, like so many fat (or are they just big-boned?) companies before it, had grown lazy and complacent, just fine and dandy with the way things were. Thank god for capitalism though, which eternally dangles a big carrot in front of the still hungry, ambitious entrepreneurs, spurring invention and innovation, so consumers don't have to depend on lazy fat cats like Nokia, General Motors and Microsoft.
So, after the former producer of rubber products (Nokia was formerly known as Finnish Rubber Works) has finally realized smart phones are here to stay -about a gozillion years after BlackBerry introduced its very first smart phone and almost three years after Apple introduced the iPhone- does Nokia present the E72 (which looks like a BlackBerry).
Now, it would be cruel to leave them dangling in the wind like this, so here's a solution to make Nokia cool again. After the recent failure of the climate conference in Copenhagen, logic dictates that the chances of massively rising sea levels due to global warming have grown considerably. So maybe, just maybe, it's not too late for Nokia to go back to their rubber business, and start building rubber boats.
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