PROJECT: Create a new name for a high-definition television channel to feature original programming for men.

THE NAME: Personal magnetism, life force and magical power. It came to the English language from Africa over one hundred years ago, but reached the status of pop culture phenomenon as the source of Austin Powers’ manly powers.

POSITIONING: One consideration was keeping the name short so it could work easily as a “bug,” the logo that TV networks place in the corner of the television screen, yet be differentiated from the plethora of be-acronymed WETVs, METVs MTVs and BETs that saturate the TV Guide. And having the name of this man-channel start with the letter “M” would be a nice bonus. Mojo is the perfect name for this channel. Get your MOJO working!

VISIT: Mojo