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Background / Challenge:

In 1982, AT&T agreed to court-ordered split into the new AT&T, devoted to long distance and seven regional Bell operating companies. Two years later, ‘Bellcore’ was formed as a research unit for the seven regional “Bells”. And, in 1999 Bellcore was rebranded Telcordia.

As the Telcordia business grew, a new division was created called Telcordia Interconnected Solutions (aka ‘ICS’) which provided authoritative numbering intelligence to the global communications industry. ICS’ market-leading solutions enabled the interconnection of networks, devices and applications for more than two billion people every day who count on a simple, seamless and secure way to access and exchange information.
In 2012, Ericsson announced an agreement to acquire Telcordia for $1.15 billion and sought to rebrand the company’s ‘ICS’ division.


WANT Branding was retained by the Telcordia ICS team and Ericsson leadership to manage the rebrand. Since the new name needed to be globally available as a trademark we created hundreds of name options. The unique, suggestive-invented name ‘Iconectiv’ was unanimously agreed upon by all stakeholders and leadership. The name iconectiv provided a clear linage to ‘interconnected solutions’.
During numerous round of stakeholder approvals, there was some concern that the name – at four syllables in length – was a little long, but the benefits of a longer name enabled the mark to be more distinctive and help overcome significant TM hurdles across global markets.


Today, iconectiv has 30+ years of experience and more than 5,000 customers worldwide and an intimate knowledge of the intricacies and complexities in creating, operating and securing the communications infrastructure for service providers, regulators and enterprises. Iconectiv’s solutions span network and operations management, numbering, registries and fraud prevention.
The business’ revenues have grown from $300M in 2012 to $500M in 2019


  • B2B
  • Brand Strategy
  • Brand Naming
Zurich Insurance Group

New York, NY

Miami, FL

San Francisco, CA

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