A company’s success will be stunted without a focus on brand. But brand alone can’t salvage a lack of functionality. The two must work in tandem for a BlackBerry resurgence.

BlackBerry recently addressed some of those critical issues by increasing the size of their app store. CEO Thorsten Heins vowed that BlackBerry will offer 100,000 apps to coincide with the release of the Z10 smartphone.

blackberry resurgenceWill there be a BlackBerry resurgence?

Customers whose last interaction with the BlackBerry brand was its Playbook tablet will need to be convinced that the company’s app store is first rate.

BlackBerry needs a win after multiple product flops, internal executive shuffling, and a market that has changed rapidly. Everything now depends on sales of the Z10.

It’s critical that BlackBerry resurgence also offer an array of dazzling apps. Applications were irrelevant when BlackBerry was at its prime, but they are critical in today’s smartphone market. BlackBerry’s success will be tied to its ability to transform its brand while offering a product that can compete in the current market.

The transition can be difficult. Don’t take my word for it, look at Palm.