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Bluetooth® is one of the world's fastest growing technologies and brands ever. Today, more than 20 years after its launch, there are over 100 billion (!) Bluetooth devices on the market. The technology and brand are owned by Bluetooth SIG, headquartered just outside Seattle. When Pyramid laid the foundation for Bluetooth's brand strategy in the late 1990s on behalf of Ericsson, one of the distinguishing features was that Bluetooth would not be presented as a detailed technology but as a concept for how electronic gadgets can communicate wirelessly. That this strategy has been successful is obvious, as Bluetooth has come to include completely different technologies than the original one.

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