BlackBerry’s brand journey from ground-breaking smartphones to ground-breaking intelligent security, everywhere.

April 30, 2021

What springs to mind when you hear the brand name ‘BlackBerry’? If it was a mobile phone, you’re not alone. For close to 15 years, the word BlackBerry was almost synonymous with what we now call a ‘smartphone’.

As the market shifted however, BlackBerry realised it needed to drastically change to stay alive. Fast-forward to today, BlackBerry is a global leader in providing intelligent security software, and is the perfect example of a brand shifting to truly deliver what the market needs. A far cry from their iconic handsets, today BlackBerry’s offering leverages AI and machine learning to deliver innovative solutions in the areas of cybersecurity, safety and data privacy solutions, and is a leader in the areas of endpoint security, endpoint management, encryption, and embedded systems. The company secures more than 500 million endpoints including 175 million cars on the road today (ie their software is in more cars today than they ever sold handsets!)

So how did they do it? CMO of BlackBerry, Mark Wilson, sits down with us to discuss the monumental task of pivoting such a cemented, well-known, and emotionally nostalgic brand. “BlackBerry is an iconic brand that people everywhere know and love, however the company’s successful pivot from pioneering handset manufacturer – and creator of the mobile workforce to AI cybersecurity software leader is a narrative that is not as widely known as it could be,” said Mark Wilson, Chief Marketing Officer at BlackBerry.

“Our ‘Intelligent Security. Everywhere.’ brand campaign aims to address that, and we’re excited to show the world why BlackBerry is trusted by many of the world’s largest and most important organisations to help safeguard their people, data, assets and communication. We secured the world of mobile work, now we’re securing the world – with sophistication and intelligence.” For more information on BlackBerry and their ‘Intelligent Security. Everywhere.’ campaign, visit

It all starts with a chat

Ready to see how Taylor & Grace can transform your brand?