When a company’s main product has global star status, changing the company name to the product name can be a smart move. Research In Motion (RIM) was in just this position when we urged them to embrace BlackBerry as the mother brand. To leverage the BlackBerry brand even further and illuminate model distinctions, we also suggested that phones be labeled with a simple alphanumeric system. Ultimately we favored Q for smartphones with a QWERTY keyboard, and Z for the touch-display line. Taking BlackBerry through options for this complex architectural renovation was a satisfying challenge.