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Motorola revs up for Razr; Cell phone maker seeks to forget past, create 'icon'.(News)
Crain's Chicago Business, November, 2004 by CUNEO, ALICE Z.
Byline: ALICE Z. CUNEO Crain News Service John Jackson hates to take out his Motorola Razr V3 cellular telephone in public. "I get harassed,'' says Mr. Jackson, a senior analyst for the Yankee Group. Passersby ask questions. Some German travelers even made a point of showing him a Razr ad in a foreign edition of GQ.
But Motorola Inc., hoping to put the ghost of Christmas past behind it and believing it has designed the mobile-phone equivalent of the iPod, couldn't be happier. "It's the most iconic phone line in a decade,'' says Geoff Kehoe, senior director of brand communication at Schaumburg-based Motorola. "This is an opportunity to deliver a brand icon message for Motorola.'' If the marketing campaign delivers, it is also an opportunity to prove that...
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