Premium CDMA Mobile Phone Product
PROJECT: Name a new family of Nokia CDMA mobile phones for Verizon’s U.S. market.
INTRIGUE: To make someone very interested in knowing more about something, especially something that seems mysterious.
BRAND POSITION: The project involved creating a name that evoked sexiness, style, and mystery in a range of mobile phones at various price points. All names developed and presented were reminiscent of spy code names, covert operations, and hi-tech heroes. Intrigue is the perfect name for this phone, evoking James Bond sophistication, sexiness, international diplomacy, hi-tech gadgetry, premium quality at the high-end and ultra-mobility at the low-end of the product range, as well as extending some of the mystery and sophisticated sexiness of the high-end positioning to the lower-end models by association.