Brand Expert thinks RIM fails when it comes to PR
Posted Oct 14, 2011 11:24:41 AM.
This article is more than 5 years old.
Edgar Baum, General Manager of Brand Finance Canada tells 570’s Jeff Allan that Co-CEO Mike Lazaridis couldn’t tell users when service would resume, and sent the message that he doesn’t understand the impact uncertainty could have on his company’s brand.
Ultimately, Baum thinks, they were a little too late in acknowledging the service disruptions.
Baum says his company looks at how a brand is effected by the premium’s you can place on their identity: financial performance, loyalty, and recognition.
He says a consequence of RIM’s most recent P.R. disaster may be a downturn in customer loyalty: ” brand loyalty for a company like RIM and it’s subsequent value is derived from customer experience.
So, consciously or unconsciously existing and future customers may end up hesitating before the next Research in Motion product hits the market.”
Baum says: “a solution is to take what happened this week and turn it into an opportunity. One of the things that is there for (RIM) is to really come out and acknowledge that they’re putting the actions in place, such as they know how to respond to something like this.”
