????技術(shù)公司進(jìn)軍好萊塢聽起來似乎是個(gè)不錯(cuò)的主意。雖然Facebook（FB）可能在喋喋不休地宣揚(yáng)朋友和家庭諫言獻(xiàn)策的力量，但是凱斯這樣的明星則可以成為真正的意見領(lǐng)袖。她能影響到你在路易斯安那州嚼著口香糖的19歲侄女嗎？不大可能。當(dāng)然，如果明星們真能拿出好點(diǎn)子，那是再好不過的了。但是，聘請(qǐng)邁克?喬丹這樣的運(yùn)動(dòng)員來代言耐克（Nike）鞋類產(chǎn)品要比讓不怎么懂技術(shù)的明星在公司擔(dān)任職務(wù)更靠譜。

????這也就意味著，不要對(duì)這些所謂的明星創(chuàng)意總監(jiān)抱有太大的希望，甚至對(duì)代言人也是如此。反正我是不會(huì)。雖然我可能會(huì)喜歡Gaga，但是對(duì)于已步入暮年的寶麗來品牌和由Gaga設(shè)計(jì)的雷人眼鏡并不怎么感興趣。盡管我愛聽Will.i.am的最新主打單曲Scream & Shout，但是我從來不去考慮我的MacBook Pro里用的是哪一款四核處理器。雖然我還可以容忍杰西卡?阿爾巴，但是我懷疑她晚上是否會(huì)癡迷地抱著她的Windows Phone手機(jī)入睡。（即便Windows Phone手機(jī)運(yùn)行的是目前第二大最受歡迎的操作系統(tǒng)。）對(duì)于黑莓手機(jī)而言，我可能已經(jīng)不在它的感召用戶群之列，但是這家公司與凱斯脆弱的聯(lián)盟并不會(huì)平添我目前對(duì)黑莓的愛憎，而且我覺得很多消費(fèi)者都會(huì)有同感。

????這份擔(dān)子得由黑莓自己來挑，而不是凱斯。而黑莓手機(jī)在美國智能手機(jī)市場(chǎng)的占有率已降到了不足3%。早期的評(píng)論顯示，Z10還是不錯(cuò)的?！敦?cái)富》雜志辦公室人員試用的黑莓樣機(jī)的確給人們留下了非常深刻的印象。甚至連《紐約時(shí)報(bào)》（The New York Times）的大衛(wèi)?伯格都用“太好了”和“太棒了”這樣的詞來形容黑莓手機(jī)——可能用對(duì)了詞。雖然這或許還不足以幫助黑莓收復(fù)已然丟失的市場(chǎng)份額，但至少就算這次黑莓?dāng)∽啕湷?，失敗的原因不?huì)是：這款“孤注一擲”的手機(jī)硬件出了問題。(財(cái)富中文網(wǎng))

????Tech companies tapping into Hollywood sounds like a smart idea. Facebook (FB) may crow on and on about the power of recommendations from friends and family, but a celebrity like Keys can genuinely be a universal influencer. Your 19-year-old gum popping niece in Louisiana? Not so much. And if the celebrity genuinely has good ideas, even better. But having an athlete like say, Michael Jordan represent a Nike (NKE) shoe line is more synergistic than giving a celebrity with little technical savvy a role at a company.

????Which is to say, don't expect too much out of these so-called celebrity creative directors, or even spokespeople. I don't. I may like Gaga, but care less about the aging Polaroid brand and the outlandish glasses she designs for them. I crank up Will.i.am's latest hit, Scream & Shout, but don't think twice about which quad-core processor hums inside my MacBook Pro. And I may tolerate Jessica Alba, but I doubt she falls asleep at night fervently cradling her Windows Phone. (Even if Windows Phone is the second-most loved mobile operating system out there right now.) With BlackBerry, I might fall outside the targeted demographic, but a tenuous partnership with Keys will not make me love or hate BlackBerry any more than I already do, and I expect many consumers out there to feel the same.

????The onus falls on BlackBerry itself, not Keys, which has seen its ownership of the U.S. smartphone market dwindle to less than 3%. Early reviews indicate the Z10 is solid. The sample phones knocking around Fortune's offices are very impressive in deed. Even The New York Times's David Pogue—probably correctly—used words like "brilliant" and "terrific" to describe it. That may not be enough to help BlackBerry recover lost market share, but at least if BlackBerry fails this time, it won't be because its "Hail Mary" included bad hardware.