While no marketing expert—indeed, he had an engineer’s hostility to marketing’s influence—Lazaridis nonetheless sensed that his product’s name lacked pizzazz. He considered, for a while, calling it the “PocketLink” but at the last moment decided to consult some branding experts from California. After some analysis, in a way that might have done Ernest Dichter proud, the experts opined that the letter B conveyed reliability, and the device’s little keyboard looked like a strawberry. Out of that came the “BlackBerry.” Thus rechristened, the device finally began to feel some wind in its sails.

Tim Wu, The Attention Merchants, loc. 1036