Newsbrief by Andrew Kameka on Wednesday January 30, 2013.
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On the day that it announced a brand new operating system to take it into the future, Research in Motion announced it will undergo a similar reinvention with its brand. CEO Thorsten Heins confirmed that RIM will change its name to BlackBerry in order to reflect the strength of the name that consumers know. "We make BlackBerry, we work for BlackBerry," Heins told the audience. From today on, "RIM" will transition to becoming BlackBerry in name of its operating system, product, and company. The effort will be made to unite all activities under the brand most familiar to consumers.