Thursday, May 24, 2007

The brand message behind RAZR2

Motorola's year-old Chief Marketing Officer Casey Kelley explains in Business Week the idea behind the name of the new RAZR2.

In particular, a couple of key surveys seemed to reinforce Kelley's intent to reuse the RAZR name for the phone announced recently by Motorola and available in the US in July.

One found that 59% of Razr users were "highly likely" to buy another one (even though the original phone was hard to use). Another found that phone users were willing to pay twice as much for a new Razr as they would for a similar Nokia or Samsung.

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