RIM CEO Kills RIM Branding, Renames Company BlackBerry

At Research in Motion's launch event today, BlackBerry (former RIM) CEO Thorsten Heins made a surprising announcement: RIM will no longer be RIM.

At Research in Motion's launch event today, BlackBerry (former RIM) CEO Thorsten Heins made a surprising announcement: RIM will no longer be RIM. Rather, the company has rebranded itself as BlackBerry, making the smartphone company less confusing for consumers and investors alike.

"It is one brand, one promise," Heins said Wednesday at the event in New York City. Heins stressed that consumers are used to using BlackBerrys, that shareholders were used to investing in BlackBerry, and that employees were used to working for BlackBerry.

Thus, Heins said, the company will be renamed BlackBerry. Research in Motion and RIM branding is no more. Its NASDAQ ticker symbol, for example, which was formerly RIMM, will now be listed as BBRY.

[Image: Flickr user BlackBerry]

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3 Comments

  • Joseph Peterson

    Absolutely the right decision.  It isn't necessarily the answer to dropping sales; but who said it was?  It's the right name -- pure and simple.

  • penguinstorm

    Just the latest in a long list of companies who are confused about their brand. Sales didn't plummet in because people were confused about the name, they dropped because people didn't want the products.

    Your brand is not your name, or your logo. Your brand is the entirety of your customer's experience with your products, and renaming your company doesn't change that one bit.

  • DBRem

    <sarcasm>

    Maybe FastCoDesign can get some unsolicited logo re-designs, I mean "re-branding" and get BlackBerry back on track !!

    </sarcasm>