BlackBerry Legacy Brand Rescue
Marketing Strategy - Group Project, NUS Business School
(Grade: Distinction)

BlackBerry isn't dead, it's just invisible to anyone under 40, even as Gen Z quietly romanticizes it across TikTok. This project reframes that gap as a positioning problem, and solves both branding and product problems. It proposes BlackBerry Shield: a consumer cybersecurity sub-brand that turns their government-grade security reputation into protection built for a generation that grew up exposed online. The strategy covers positioning, pricing, product rollout, and go-to-market, with an honest look at the risks of a legacy B2B brand making the leap to consumer.