Darren Meister | Does the new BlackBerry Priv appeal to the masses?

BlackBerry Ltd. recently released its new Android phone, the Priv, which is a play on the word privacy. The Priv has a slide-out keyboard, offers top-notch security features, and provides access to more than one million apps.

Associate Professor Darren Meister spoke with the Financial Post about promotional tactics for the new BlackBerry phone. He suggested BlackBerry should continue to promote its well-known privacy features, but change the name of the phone to one with a stronger connotation to privacy in order to boost its brand image.

“It’s a bit like why does Disney World keep telling me it’s the happiest place on earth,” said Meister. “It’s the brand. What BlackBerry needs to do is answer why I should care.”