Tyco Electronics Brand Messaging Project

High Tech

Brand positioning / Brand messaging / Product Naming / Interactive presentation / Collateral / Copywriting

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“BeOn” Product naming and logo

“BeOn” Marketing Campaign Themes

“BeOn” Interactive Presentation

“BeOn” Collateral

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Tyco Electronics selected RainCastle to brand and name a new software product in the telecommunications space.

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.

The BeOn marketing program utilizes the new BeOn vocabulary to represent the power of the brand and all the benefits that accrue to both the telecommunications carrier and the end-user. For the launch at the CTIA international trade show, RainCastle created a high-level features and benefits brochure and an interactive piece for use as a sales tool to present the new product.

Client Reviews

For the fifth year in a row, RainCastle is recognized as a leading B2B marketing partner by Clutch:

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RainCastles work for Agile Mind has been recognized by DesignRush, as a Best Website Design

RainCastle did an incredible job. They really listened to us and thought through the needs of all constituents so that the content hits the mark. They know how to translate complex information in an appealing, easy-to-understand way.

Anita Mraz, Marketing Lead, Sollis Biotherapeutics

This has been one of the most positive experiences I’ve ever had working with a vendor. Every person we worked with did an excellent job. Their visual concepts really hit it out of the park which communicated the people behind our research, it was amazing.

Business manager in the research department at a major oncology hospital.

They exceeded all my expectations in being able to work quickly and then deliver incredibly high-quality work. They perform very well at client management and project oversight. They’re very diligent about this, and it is one of their biggest strengths.

Sarah Bassett, Executive Vice President of Assessments at Certica Solutions

RainCastle provides high-quality deliverables with a rapid turnaround time. The team is innovative, creative, hard-working, and dedicated. Clearly a lot of experience and tribal knowledge from past projects that shows in their teamwork and professional results.

Duane Sword, Vice President, WaveGuide Corporation

RainCastle fully understood our market, our target audience, and how we wanted to frame our voice and position. Everyone from the owner to the project manager to the UX designer to the writer internalized our core business. Their creative was fresh and fit our new brand voice.

Marketing Executive, Large Educational Institute

RainCastle made it their business to be the right fit for our organization. They were able to work within our comfort zone as far as the site’s look and feel, while at the same time making our brand come across as current and in touch with a modern audience.

Carol Fontaine, Partner, Loring Wolcott & Coolidge

By updating our website and content with RainCastle, we were able to modernize the way our value proposition was presented and engage potential customers more immediately when they visited our site and looked at our solutions. This project transformed our website.”

Kevin Routhier, CEO, Coretelligent

They executed the project flawlessly, delivering various branded assets that have gotten great feedback. They delivered stellar logo options that effectively convey the organization’s values. Their team showcased admirable flexibility vis-à-vis sudden changes made by our stakeholders.

Director of communications for the FXB Center for Health and Human Rights at Harvard University.

RainCastle listened really well, and they explored deeply for understanding. This resulted in stellar branding, messaging and website for our education company. They were phenomenal at project management, always on track, responsive and pleasant to work with.

Charlotte Dowd, Marketing Director, Agile Mind

We're very happy with the outcome of the website, collateral and animated video and very much enjoyed working with the RainCastle team. We appreciated their patience, professionalism and collaborative attitude and look forward to our next engagement!

Christopher J. Ianelli, MD PhD, Chief Executive Officer
iSpecimen

We’ve had the pleasure of working with RainCastle for quite a few years, on our previous site as well as the new one. Both were excellent experiences. Their dedicated client service and deep insight into our organization has resulted in now two websites of which we are very proud.

Becky Blaeser, Director of Communications
MassGolf

We’ve enjoyed a great collaboration with the RainCastle team that began with our enlisting their help to build a premier patient safety brand for the Betsy Lehman Center. With important online tools such as the Patient Safety Navigator, a great website and animated videos, RainCastle has elevated our visibility and we are now well on the way to becoming the go-to source in Massachusetts for patient safety information, insights and action.

Barbara Fain, Executive Director
The Betsy Lehman Center

We chose the RainCastle team based on the excellent experience of our partner organization, the Betsy Lehman Center. From day one, they demonstrated an uncanny ability to transform the extreme complexity of the healthcare system into a user friendly experience that we believe will be a most valuable resource for the citizens of Massachusetts

Margaret Anschutz, Special Projects Manager
Center for Health Information and Analytics

RainCastle gave our team the vocabulary to understand how to make our website a true lead generation vehicle. With their expert guidance we launched a terrific new site, which is yielding a marked increase in traffic and leads.

Jim Stengel (former CMO of Procter & Gamble), CEO
The Jim Stengel Company (Professional Services Consulting firm)

RainCastle has proven to be a collaborative partner throughout the branding and website processes; their work is creative, thoughtful and informed by broad experience. The relationship has gone so well we asked them to create a new corporate identity for us, which has gone equally well.

Roger N. Goldstein FAIA, LEED, Principal
Goody Clancy (Architecture, Planning, Preservation firm)

RainCastle helped us transform our brand image and created a web experience that reflects our values, persona, and culture. Their guidance and expertise helped us develop a well-designed site that showcases our personality and differentiates us in the marketplace.

Matt Davies, President
Cornerstone Environmental Group (Environmental Engineering firm)

RainCastle helped Shawmut create beautiful and effective websites, microsites and marketing materials. They listened to our needs, understood the business drivers of our assignments, and delivered solutions that are not only creative but that provide real business results for our firm.

Mike Potter, Vice President of Marketing, JLL, New England
(Former Director of Marketing at Shawmut, a Construction firm