The Problem:

Limiting name
Lack of consensus

Before we met AirTight, they were a WiFi security company. Their name had worked for them in their early years, but as they grew, they discovered that they’d painted themselves into a corner. That’s the inherent risk you take when you use your name to describe what you do: if what you do changes, your name has to change, too.


We met the team at a pivotal moment. Certain that they’d outgrown security, they’d decided to move into the broader market of cloud-managed WiFi. But with their name holding them back, they hadn’t rallied around a point of differentiation. Was it ease-of-use? On-board marketing tools? The original security play?

After some intense debate, we recommended that AirTight stay away from names that described the “what” of their business. Instead, we’d go after “how,” and instead of focusing on AirTight, we’d focus on their audience. How did we want the audience to feel when they used AirTight’s systems?


The Fix:

Make it about a feeling
Keep it short and simple

We present names in two rounds. We learn so much from the first round that’s impossible to know otherwise: it’s good to agree on criteria beforehand, but there’s no better way to learn from people than to present names to them.

In the first round, we created names that made AirTight’s users feel like magicians. With this positioning, their company wasn’t offering a sophisticated tool or a ubiquitous utility. They granted IT admins a superpower that connects us, appearing as if by magic.


We were close, but magic felt too fanciful. With AirTight’s help, we returned with Round Two, narrowing focus to the idea of a superpower. It wasn’t about casting a spell — it was about feeling better, stronger, and more capable.

Mojo Networks was the winner. Short, simple, fun to say, and evocative of just the right attitude, Mojo won the support of every participant in the process. It’s a name that continues to serve the company well today: they’ve positioned themselves around all of the points of differentiation we talked about early on. It’s a name that’ll grow with the company for years to come.


More you say?