FrankelTips:
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Changing Names for Wireless
Originally known as "Blackstorm Networks," the Silicon Valley start-up needed a name that projected its brand. The brand strategy needed to convey a very abstract notion: the ability for a company to control the space around its network -- without cables or wires. By placing an "e" between "air" and "space", the new company had a platform on which it based its ability to create a wireless network that was enterprise-ready. Plus, the name was (in true Silicon Valley tradition) one word. The company achieved its ultimate success when it was purchased by Cisco Systems, its main competitor.
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