Case Studies:
Consumer | Technology | Healthcare | B2B | Corporate Identity | Non-Profit
the client: Ericsson
the need: Verbal Brand Development
the solution:
iPulseTM, a new Ericsson communications portal, bridges fixed, mobile, and IP devices to put people above networks and empower the end-user. Ericsson, the world's leading "new telecom," needed a global identity for their new product. This device offers easy-to-use features like real time chat, intelligent message routing, and multimedia communications. iPulseTM can be accessed from anywhere using virtually any communications device. BrandClarity's Creative team developed iPulseTM, which is both descriptive and proprietary. iPulseTM clearly positions the product where it belongs, in the IP space, while expressing an end-user benefit, that of being on the "pulse" of communication.
the client: LSI Logic
the need: Verbal Brand Development
the solution:
LSI Logic commissioned BrandClarity to develop a new name for their high performance, low cost IA/NT workstation data management solution. The objective of the project was to create a name that suggested ultimate speed, innovation, and protection. The name NextremeTM was chosen because it reflects a "next" generation product that provides the "extreme" in protection and performance.
the client: Cingular Wireless
the need: Verbal Brand Development
the solution:
Cingular Wireless retained BrandClarity to develop a name for their “pay as you go” wireless service. This service alleviates long-term contracts, allowing customers to control how much they spend on wireless. The primary target audience for the service is youth, with a secondary audience of minorities, senior citizens and immigrants. Cingular Wireless wanted a name that described the benefit of the offering, in staying connected with friends and family, while also reflecting the corporate image of Cingular. The name KIC SM (Keep In Contact) provides a descriptive brand for the service, while use of the SMS acronym offers appeal to the primary target audience.
the client: Intecom
the need: Verbal Brand
the solution:
Intecom (currently known as EADS Telecom) retained BrandClarity to develop a verbal brand for an enterprise voice communication solution. The offering integrates and provides a cost-effective migration path for advanced circuitswitched communications and IP telephony. Through extensive creative development, BrandClarity crafted the name PointSpanTM to capture the primary brand messaging of the solution. It effectively positions the system as the "point" for the unification of voice interaction, while accurately conveying its breadth, connectivity, and flexibility through the word "span." It is a powerful brand that has seen significant expansion within the company.
