Research In Motion Rebrands To BlackBerry

  • Efforts to reinvent itself
  • Unify its brand
  • Focusing totally on the new BB10 platform

RIM revealed a huge surprise at the launch of BB10, dropping the name it held for decades and now being known only as BlackBerry.

  • Efforts to reinvent itself
  • Unify its brand
  • Focusing totally on the new BB10 platform

RIM revealed a huge surprise at the launch of BB10, dropping the name it held for decades and now being known only as BlackBerry.

CEO Thorsten Heins, who kicked off simultaneous live events in New York, Toronto, London, Paris, Dubai, Johannesburg, Jakarta and Delhi, took to the worldwide stage to announce the big change. The new name reflects the company’s efforts to reinvent itself and unify its brand. The ticker symbol on Nasdaq will change to BBRY from RIMM.

"From this point onwards, RIM becomes BlackBerry. This is our promise of one brand," said Heins. "Our employees already work for BlackBerry, so from this day on we'll be known as BlackBerry."

The BlackBerry name, more widely known than Research in Motion, was chosen by Lexicon Branding. That firm, based in California, also came up with Procter & Gamble’s Swiffer and Febreze brands and the name of Apple’s PowerBook.

The move makes a lot of sense given the company no longer has the same interests it had in other areas, showing that it's focusing totally on the new BB10 platform.

BlackBerry will be pushing onto more devices in the near future, such as cars, healthcare and home devices, so having one name makes sense.

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