Naming
next era
connectivity

Work: Product, division, and tier naming
Category: Connectivity

A leader in media and connectivity, Cox is known for customer-oriented innovation, long-term vision and a friendly, straightforward style.
I’ve partnered with various B2B and Residential division to launch, position, or redefine signature New Growth, MDU, HSI, and Connected Health offerings, such as the Prosight IoT platform, Sonnet biometric watch, Cox Vantage business incubator, and Cox Go Fast internet tiers. The underlying Cox requirement across them all was that the final product and GTM strategy had to be ownable and a “quick-get”.
Here is a peek at some of those offerings now in market.

Cox Prosight

This IoT platform from Cox Business syncs previously siloed hospital center operations. It unifies asset tracking, monitoring, and resource workflow onto a single stack platform avoiding knowledge gaps that might otherwise result in equipment and personnel shortages or delays in patient care.

The name “Prosight” conveys real-time visibility and proactive intelligence. Coined to sound like a real word, pro cues professionalism and progress while sight cues insight and panoramic perspective.

Sonnet

The Wearable Tech team at Cox Connected Health created a biometric device for seniors that also hides a PERS (Personal Emergency Response System) feature inside a classic Swiss watch design. Made for retail, Cox wanted a consumer-friendly name to match the elegant design.

The nane “Sonnet” is an approachable, real word that fuses a classic poem structure with modern capabilities. Free of technical or clinical jargon, it is reassuringly lifestyle oriented, and evokes a light-hearted way for seniors to manage their wellness without stigma.

Cox Vantage

This in-house division is a venture & accelerator lab at Cox defines and builds next era businesses for Cox and for external partners.

Initially named “New Growth”, Cox wanted a more ownable, name to raise the division’s profile as a true market maker.

Cox Vantage presents this division as a serious thought leader and business partner, with a unique perspective on emergent opportunities. It suggests a first-to-market edge and a built in advantage for generating long-term value. Vantage has the modernity, meaning, and tonal heft needed to credibly “scale” the next big bets in telco and beyond. Last, it fits the Cox masterbrand strategy, while creating enough distinction to work with industry partners.

Cox “Go Fast” Internet

Internet tiers at Cox Residential had become blurred and hard to follow. Generic names spanned 5 levels and didn’t follow any one theme, making it hard to create interest or effectively market Cox internet offerings.

The new, “Go fast” series replaces legacy system with a resilient “brand”
proposition and clear tier progression.

Go Fast establishes a thematic and intuitive tier progression based on speed. Inherently experiential and benefit-based, the Go Fast name convention creates a cohesive offering and an ownable value-prop for Cox (“The Fastest Internet Provider”).

Structurally, the tier system is now simpler and more sustainable.
It’s capped at 4 levels. Individual tiers to be removed without disrupting the name progressions. And individual tiers can have speed upgrades without impacting tier names.