company renaming and brand architecture

Mobile phone brand architecture and naming

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 the name BlackBerry for the mother brand. The company’s meteoric rise seemed to have peaked, and the brand needed a boost, which rebranding with the well-known name offered.

The company was also introducing two phone lines with a new operating system, BlackBerry 10, to compete with Android and iOS. To leverage the BlackBerry brand further while illuminating model distinctions, we recommended a simple alphanumeric system for the phones—Q for smartphones with a QWERTY keyboard, and Z for the touch-display line. The Q10 and Z10 were released in early 2013, with 6.8m sold in the second quarter alone.

B2C Tech
Brand Architecture
Company Naming
Product Naming

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