Research In Motion had identity crisis at its peak, adviser tells BlackBerry maker

TORONTO - A brand strategy adviser hired by Research In Motion at the peak of the company's success says the BlackBerry maker was locked in an identity crisis that left it struggling to map out its future.
Matthew Kelly, managing director at Toronto-based firm Level5, said in a recent interview that RIM was preparing to wage a battle against Apple's iPhone device, an effort that seemed to be distracting the company from other market challenges.
"I didn't get the sense they were taking Android as (seriously) as they needed to," he said, who was previously chief marketing officer at Yum Brands Inc., owner of the Pizza Hut, Taco Bell and KFC chains.
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