Naming the BlackBerry
1 The company Lexicon Branding helps companies find good names for their products. A good name is easy to say. A good name describes a product well. And a good name gives people a new way of thinking about a product.
2 The Canadian company RIM makes electronics. In 2000, RIM had a new product. It was a small phone with e-mail and Internet. They named it PocketLink. This name described the product. The product was easy to carry in a pocket, and it connected, or linked, to other phones and to the Internet. But RIM didn't like the name PocketLink. They wanted something interesting. They wanted something unique.
3 Lexicon thought of a new name. The name was Blackberry. A blackberry is a small, black fruit. The blackberry fruit connects to other blackberries on vines. The BlackBerry looks similar to a blackberry. It is small and black. A BlackBerry connects to other BlackBerry electronics on the Internet. The name BlackBerry describes the product well.
4 People think of good things when they think about blackberries. Blackberries are easy to pick. They are fun to eat. The fruit is delicious. People don't usually think small electronics are fun and easy. The name BlackBerry changes the way people think about the product. Lexicon Branding's website says, "A good name gets your attention. A great name changes your thinking."
5 The word blackberry also has a nice sound and look. The word b is easy to say. People like to say words that repeat sound. The two bs in black and berry have a nice sound. The name BlackBerry also looks good with two capital Bs.
6 Here is another reason the name BlackBerry is a good name. It is unique. No other product has the name. With so many new electronics, it is difficult to get attention. The name BlackBerry gets a lot of attention, thank to Lexicon Branding.