You can decide you’re going to think different. How you do it is quite important, though.
By for Technically Incorrect | August 12, 2021 — 13:01 GMT (14:01 BST) | Topic: Mobility
Yes, we want young people to buy our phones.
I want to change the world.
The best cheap phones you can buy
Are you balking at the prices of the latest Apple and Samsung flagships? Consider one of these affordable alternatives.
Read More
Every day I wake up with clear intentions to right wrongs, correct stupidities and ensure I win the Pulitzer Prize.
Frankly, I find it hard. I’m not sure how to go about it all. And there are always warped systems and capricious humans standing in my way.
Perhaps, though, Motorola will have greater success.
It has decided to be, well, something else. Something better. Something more meaningful. Something like Apple (so very long ago).
Yes, you might think Motorola simply produces cheaper phones. You may not realize that its market share in the US has risen to 11 percent. This leaves it 21 points behind Samsung, but 10 points ahead of its former owner, Google.
The company’s ambitions, though, are lofty. I know this because Francois LaFlamme, Motorola’s vice-president, CMO, Europe general manager told Adweek: «We want to be recognized as diverse and inclusive. We want to be seen as disruptive — as agents of change.»
Yes, I should have emitted a buzzword alert. My apologies. 
Let’s pause, though, to consider what an agent of change is or does. It’s easy to conclude that Apple was the pre-eminent agent of change in tech. Not only did it create startling products, but it embraced humanity and offered sharply distinct, truly memorable communication. It even had Muhammad Ali and Mahatma Gandhi in its ads. (Gandhi was never seen without his iMac.)
To be an agent of change you have to look and feel different.
This, however, is Motorola’s first attempt at flapping its batwings and attracting your entrails. It’s an ad that offers you, and I quote, the Power To Empower.
«This is the sound of a fire,» begins the breathy voiceover. «Wild. Passionate. Unstoppable.»
And, perhaps, destructive? No, no. Not at all.
Instead: «This is a beacon. Bold. Bright. Inspired.»
I confess ads like this make me want to whisper: «Oh, do shut up. Unless you’re really going to show me something bolder, brighter and more inspired that a young woman jumping off a diving board, a youth doing a wheelie on a bike and young man playing the drums.»
I regret that’s what this ad shows. Lots of young people doing nice, pleasant young people things.
I regret things don’t get better.
Apparently, Motorola is offering «an attitude that connects people.» No, I’ve never heard a phone called an attitude before, but words are so malleable these days.
I tried, I really tried, but when I heard the word starters — surely redolent of startups — over the image of a youngish white man with a beard, I felt my hackles rise up and march through my main arteries.
With one eye and ear already closed, I then caught these words: «It’s time to unleash your power. Just take the first step and we are here to support you.»
I’ve seen more labored attempts at getting through to the young, impressionable and dynamic. But these were largely from VCs who wouldn’t know one disruptive idea from the next and believe a change agent is someone who has a new app the «kids» will embrace.
If you want to be seen as different, it’s wise not to look like a thousand ads you’ve seen before and would rather not see again. No mold is broken here. Instead, mold merely slithers over the ad.
Shouldn’t a brand targeting change agents look like it, too, is changing something?
Perhaps Motorola’s creativity needs, well, a little empowering.
By for Technically Incorrect | August 12, 2021 — 13:01 GMT (14:01 BST) | Topic: Mobility
A Microsoft researcher has harsh words for, oh, Microsoft technology
Digital Transformation
American Airlines truly annoyed passengers. Then it made things worse
Amazon just redefined smart (to mean completely exasperating)
This is Google’s new Pixel 6 in action and I have a problem
Please review our terms of service to complete your newsletter subscription.
By registering, you agree to the Terms of Use and acknowledge the data practices outlined in the Privacy Policy.
You will also receive a complimentary subscription to the ZDNet’s Tech Update Today and ZDNet Announcement newsletters. You may unsubscribe from these newsletters at any time.
You agree to receive updates, alerts, and promotions from the CBS family of companies – including ZDNet’s Tech Update Today and ZDNet Announcement newsletters. You may unsubscribe at any time.
By signing up, you agree to receive the selected newsletter(s) which you may unsubscribe from at any time. You also agree to the Terms of Use and acknowledge the data collection and usage practices outlined in our Privacy Policy.
Canberra wants to use a national messaging system to alert citizens about emergencies
The Australian government hopes the national messaging system will be a standalone end-to-end cell broadcast system.
Southern Phone and MyRepublic left as only telcos with double-digit complaints in context
Overall complaints continue to decrease with the industry reporting 5.3 complaints per 10,000 services in operation.
Salesforce Research report: State of Marketing 2021
The 7th edition of State of Marketing 2021 report from Salesforce Research surveyed over 8,200 marketing leaders across 37 countries. The research outlines new marketing strategies, …
Telstra says turnaround is on as telco sees continued sales and profitability decline
Australia’s incumbent telco was only able to say it increased net profit thanks to a lower income tax bill.
Best Samsung phone 2021: Which one should you buy?
Samsung offers a range of smartphones with the Fold, Flip, A-series, S-series, and Note line. In 2021, Samsung has been launching flagships with a significant $200 price cut from …
Samsung Galaxy Unpacked: Four biggest announcements
Samsung’s latest Unpacked event is currently underway. Here’s everything the company announced.
Best foldable phone 2021: Samsung leads the pack
Samsung released the Galaxy Fold in 2019 as the first widely available foldable smartphone. Since then, it has released improved models and variations, continuing to provide compelling …
Android 12 Beta 4 rolling out today, includes Platform Stability
Android 12 is oh-so-close to an official release after Google releases the fourth and final beta.
Samsung Galaxy Z Fold 3 & Flip 3: Best preorder deals
You can already buy Samsung’s latest foldables, the Z Fold 3 and Z Flip 3. Here’s where to find the best deals.
© 2021 ZDNET, A RED VENTURES COMPANY. ALL RIGHTS RESERVED. Privacy Policy | Cookie Settings | Advertise | Terms of Use


Por redditxxx