BlackBerry (Research In Motion)

Problem.

RIM had developed a revolutionary device. At the time, however, constant email access was not the most calming proposition for consumers. The company needed a name that would assuage these concerns and allow the brand offering to expand as technology advanced.

Solution.

Be unpredictable. Surprising someone almost always works, especially when you make a relevant connection. BlackBerry signaled a more natural, engaging way to communicate, and the name didn’t box in the brand’s potential for growth. The name also made a subtle connection to the device’s signature keyboard through the small drupelets found on the fruit.

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