They just think they are doing them with style befitting a next generation challenger brand taking the world by storm.

FORBES: The Sexy, Modern And Growing Store Chain - EWC

Today, your brand story is how you distinguish yourself from the storm of information overload and attention deficit.

FORBES: Back to the Future: How to Reinvent Your Brand Story

Either way, perhaps the most interesting thing about the hire is that RIM just underwent a major renovation of its brand image around the time of the Bold and Storm releases -- and BlackBerry users tend to love the way their devices generally operate (Storm notably excepted), so any jarring change to the experience risks alienating huge swaths of the base.

ENGADGET: Musical designers: UI guru moves from Apple to Microsoft to RIM

Like all Digital Storm systems, the VANQUISH line of PCs feature a carefully optimized selection of brand name, high-performance components to deliver a fluid smooth game playing experience.

ENGADGET: Digital Storm goes after DIY gaming PCs with its $699 Vanquish (video)

Now many of us, in the wake of a storm that weather scientists got very much right, should face the fact that this particular brand of extreme weather may be very much a trend.

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When conceptualizing the Bolt, Digital Storm engineers found no chassis on the market that met their design criteria, so they designed their own brand new chassis from the ground up.

ENGADGET: Digital Storm Bolt stuffs full-power graphics into a mini gaming desktop, stretches laws of physics