RIM settled on the name "BlackBerry" only after weeks of work by Lexicon Branding Inc., the Sausalito, California-based firm that named Intel Corp.’s Pentium microprocessor and Apple’s PowerBook. One of the naming experts at Lexicon thought the miniature buttons on RIM’s product looked "like the tiny seeds in a strawberry," Lexicon founder David Placek says. "A linguist at the firm thought straw was too slow sounding. Someone else suggested blackberry. RIM went for it.
