“Hedonism -----> Utilitarian” A Successful Blackberry SHIFT

May be this ‘shift’ sounds a little weird but this is my view regarding this product Ad

Before that let us see what is Hedonism. In simple words something which give pleasure or pride (for eg: if I am wearing a RADO watch then one can easily make out the pride/pleasure I am experiencing due to that product, from my so called "DABANGISH" style which I might have after possessing the watch ). On the other hand, Utilitarian means something from which we derives basic utility.

The Ad I am talking about here is Blackberry Ad Whose Lyrics are like this "We are the blackberry boys" Remember!!!!!

Reason

Earlier when one used to buy blackberry the pride which he/she derives is more due to its exclusivity of the product in the market rather than the functionality that it provides ( although functionality also play important role but in case of pleasure/pride exclusivity matters) as in the case of RADO watches mentioned above.

So that’s why earlier blackberry focused on Hedonism ( means more based on experience ) but after that, they came out with a cheaper model to target middle class section which is a shift toward utilitarian perspective. And through this Ad Blackberry is able to convey their Repositioning message very clearly and smoothly.

One must appreciate blackberry’s risk taking capacity to apply such a risky strategy which might have proved to be fatal for brand image, but still they were able to convert it into a success with the help of the Ad.