Our client was introducing a new-to-the-world high-speed internet brand to underserved customers with few or no options. In the highly commoditized internet services space, how could a name help them tell their positive story of great internet for people who need it?
Lexicon conducted extensive research with Brightspeed’s future customer base to understand the current (inadequate) state of the internet in these markets, what people were looking forward to, and what story a name should start to help tell. At the end of our creative process, we went back to consumers to see how they felt about names. The response to Brightspeed was overwhelming. In the words of one future user: “Brightspeed sounds like instant connectivity, better than anything that is available!”