Tidal (WiMP Music)
Norway’s Aspiro had a cutting-edge streaming music platform with best-in-class sound quality. But the original name – WiMP – killed the potential for brand growth. They asked Lexicon for a name that would signal a high-fidelity positioning and would help to distinguish them from established brands like Spotify and Pandora.
Tidal captures the promise of truly big, truly immersive sound waves washing over you. Soon after being renamed, Tidal was purchased by Jay-Z who then joined forces with a score of other highly successful musicians, shaking up the industry by creating the first artist-owned streaming service.