SYNOPSIS: Constant Communications was a technology startup in 1997 doing business under the name "Nabi Networks." "Nabi", the Korean word for butterfly, was used in tandem with their positioning tagline "Fly Nabi." After our initial consultation, we convinced the management team that although the word "Nabi" was very unique; only four letters and two syllables; and phonetically easy to say—it was still not the best brand name. Very few people who live in the United States know what "Nabi" means. We told them that in order to prosper in an increasingly competitive local market, they needed to develop an entirely new brand. When creating an internet brand, your clients must be absolutely certain of how to spell your brand name properly. If they are not, they will never find you online.

RESULTS: The result was a play off of their company name. As an ISP in a rapidly growing and highly competitive market, they needed a brand name and identity that was slick, proactive and eye-catching—one that would stick in the mind of the consumer. Constant.com was born—the perfect name for an internet service provider! Because of the large number of start-ups in Austin in the late 90's, we chose the tagline "From Access to Success."