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  • Music sales in the United States will decline to $9.2 billion in 2013, from $10.1 billion this year. source ›
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MAY 2007

Honing The Razr Edge

Motorola stops trying to reinvent the wheel

BusinessWeek, May 28, 2007 — Motorola's (MOT ) unveiling of a portfolio of new phones on May 15 was the usual hypefest. In a loft-like dance studio in New York's Chelsea neighborhood, Chief Executive Edward J. Zander, bathed in a red and purple glow, stood between two large video screens beaming images of the new handsets. The usual celebrity endorsers were on video, in this case Fergie of the Black Eyed Peas and soccer heartthrob David Beckham.

Category: Brand Strategy
Tags: Motorola, Repositioning

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