Tyco Electronics Naming Project

RainCastle named and branded a new telecommunications device and software that marries the immediacy of push to talk devices with some of the features inherent in smart phones, in order to provide a versatile new tool for “Team Communications.”

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.

Our subsequent BeOn marketing program utilized 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.  To see the expanded story, click here.