Branding fidelity

“Wi-Fi doesn’t stand for anything. It is not an acronym. There is no meaning. Wi-Fi and the ying yang style logo were invented by Interbrand. We hired Interbrand to come up with the name and logo that we could use for our interoperability seal and marketing efforts. We needed something that was a little catchier than ‘IEEE 802.11b Direct Sequence’. Interbrand created ‘Prozac’, ‘Compaq’, ‘oneworld’, ‘Imation’ and many other brand names that you have heard of… The only reason that you hear anything about ‘Wireless Fidelity’ is some of my colleagues in the group were afraid. They didn’t understand branding or marketing. They could not imagine using the name ‘Wi-Fi’ without having some sort of literal explanation.” Phil Belanger, founding member of the Wi-Fi Alliance