Had a recent observation about Blackberry. I was referencing their site and noticed that all their phones are alphanumerical combinations. It seemed really confusing to me, a non-blackberry owner. I wasn’t real sure what the difference was between them. Not like Motorola where you have the ROKR, RAZR, SLVR all which are very different designs, easier to remember and market.

It seems Blackberry has adobted the same brand architecture as BMW. BMW names their models like X5, X3, 650i, 528xi and so on. Reason being that they want you telling people you own a BMW, period. Blackberry wants that same kind of recognition and it seems to be working.

There are a few different ways to set up your brand architecture, this is just one. Its called a Monolithic brand architecture. Other references are Starbucks, FedEx and 2001: A Space Odyssey.

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