Tyco Electronics selected RainCastle to brand and name a new software product in the telecommunications space. Tyco Electronics has created a new telecommunications device and software that marries the immediacy of push to talk devices with some of the features inherent to smart phones, in order to provide a versatile new tool for “Team Communications,” that work over an IP network.
The differentiated brand identity RainCastle provided began with an extensive international product naming process that yielded the name “BeOn.” This name works on two complimentary levels. First, it suggests the inherent quality and reliability of a mobile device that is “always on,” which is not a claim all competitors are prepared to make. BeOn then works on a benefit level as part of a campaign of branded phrases RainCastle created including BeOn Call, BeOn Site, BeOn Time, BeOn Target, etc.