Naming
next era
connectivity
Work: Product, division, and tier naming
Category: Connectivity
A leader in connectivity, Cox is known for customer-oriented innovation, long-term vision and a friendly, straightforward style. I’ve partnered with various B2B and Residential leads as they named, launched, positioned, or redefined signature New Growth, Multi-Unit Dwellings, High Speed Internet, and Connected Health offerings.
Here is a peek at recent naming work now in-market
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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 to enable seamless patient care
The name “Prosight” conveys real-time visibility and proactive intelligence. Coined to sound like a real word, “Pro-” cues professionalism and progress, and “-sight” cues insight and 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. It needed a consumer-friendly name to match the elegant design.
The name “Sonnet” is an approachable, real word that promises an intuitive experience for the user, free of technical complexity or clinical jargon. It is reassuringly lifestyle oriented, and evokes a light-hearted way for seniors to manage their wellness.
Cox Vantage
This in-house division at Cox is a venture & accelerator lab that 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 an industry market maker.
The name 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 developing businesses at scale. It has the modernity, meaning, and tonal heft needed to credibly as proven incubator and accelerator. Last, it fits the Cox masterbrand, while creating just enough distance to work with 3rd parties.
Cox “Go Fast” Internet
Legacy internet tiers at Cox had become blurred, hard to follow. Generic names spanned 5 levels and didn’t follow any one theme, making it hard to create interest or effectively market internet offerings.
New, “Go fast” tiers establish a cohesive progression, that doubles as an experiential value-prop around speed. It also builds in greater simplicity and flexibility. It’s capped at 4 levels. Individual tiers can be removed or sustain speed upgrades, without disrupting the name progressions.
