(Research In Motion)
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.
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.
Lexicon has named some of the most powerful brands of the digital revolution. Some of our first clients were Apple, Microsoft, and Intel, and today almost all our clients leverage technology in one way or another in the products they bring to market. We provide the help needed to create distinctive brands that stand out and compete on a global scale – and that can clear the rising global trademark hurdle.
Some Technology Brands We've Named: