Bluetooth® is one of the fastest-growing technologies and brands the world has ever seen. Today, barely 20 years after its launch, there are over 100 billion (!) Bluetooth units on the market. The technology and brand are owned by the Bluetooth SIG, headquartered just outside Seattle.

When Pyramid was entrusted by Ericsson to lay the foundation for Bluetooth’s brand strategy at the end of the 1990s, one of the differentiating factors was that Bluetooth should not be presented as a detailed technology specification, but rather as a concept for how electronic devices can communicate without wires. The success of that strategy is self-evident, since Blutooth has come to encompass technologies that are completely different from the original.