Top 10 Brand Disasters of 2011
9. BlackBerry Blacks Out
Fighting an uphill battle against the Apple juggernaut is hard enough, but when your major differentiator is reliability, the last thing you want is a huge service outage. That's what happened to RIM in October, when BlackBerries stopped functioning for three days. Customers were understandably livid, while investors speculated over causes for the technical glitch. Rather than address the core issue--keeping customers loyal--the company has continued hyping its "Playbook" as an iPad killer, which is like expecting the Cleveland Indians to beat the Yankees in the 2012 World Series.
Lesson: Never forget why your customer chose you.