Changing Names for Wireless

Originally known as "Blackstorm Networks," the Silicon Valley start-up needed a name that projected its brand. The brand strategy needed to convey a very abstract notion: the ability for a company to control the space around its network -- without cables or wires. By placing an "e" between "air" and "space", the new company had a platform on which it based its ability to create a wireless network that was enterprise-ready. Plus, the name was (in true Silicon Valley tradition) one word. The company achieved its ultimate success when it was purchased by Cisco Systems, its main competitor.

Original Brand

Rob Frankel's Brand