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Advertising Age Article Abstract

It Will Take More Than Marketing to Put BlackBerry Back Together Again

Beset by Technical Difficulties and Playing Catch-up in the U.S., RIM's New Team Positions Brand as a Tool for Those Who Get Things Done

Published: February 27, 2012

What happened to the CrackBerry? Serious competitors, an aggressive smartphone marketing environment, the loss of key executives, product delays and marketing missteps have all played major roles. ...

Full Article Word count: 1111

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