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The book 'Losing the Signal' presents several innovative and surprising ideas. One of the most striking is the concept of 'sound symbolism' used in the naming of the BlackBerry. The quick succession of the hard 'b' sound was found to connote speed and efficiency, which is a key feature of the device. Another surprising idea is the role of relationships, patents, lack of unity, and strategic planning in the rise and fall of a company. The book also highlights how a multi-billion dollar market leader can fall due to disruption and distraction.
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Ultimately, it would be the Sausalito, CA firm Lexicon Branding to coin the name "BlackBerry." They had commissioned a linguistics study on "sound symbolism" which showed that the quick succession of the hard "b" sound connoted speed and efficiency. The name was unexpected, catchy, and somewhat logical, when considering the fact that the tiny three-dimensional keys resembled the fruit sacs of the fruit.
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The Kodak of smartphones, RIMs rise and fall, is an epic tale of how relationships, patents, lack of unity, and the wrong strategic plan led to the fa...
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