As of today, RIM is being rebranded as BlackBerry. “We have reinvented the company, and we want to represent this in our brand,” Heins said.
This move is a bit confusing for a few reasons. First, it seems like a desperate grasp at using the power behind their branding to keep them afloat and well known. Second, I don’t really understand why they didn’t do this already. RIM was a terrible name for a company that exists in 2013, but I guess they figured that part out on their own.
Strangely enough, they decided to chose Alicia Keys as their ‘creative director’ on the product (a title that likely means nothing) despite the fact that she seems to love her iPhone.
So… I guess the company name is the product now. At least BlackBerry can unveil BlackBerries at their BlackBerry events from now on. Meta.