GOGO AVANCE

Naming, positioning and messaging for a complete shift in product development.

Years ago, enabling inflight connectivity and entertainment (IFEC) on a business aircraft was a complex thing. And nearly all systems had really impressive names like "HX7000" or "SD500." Yuck. But Gogo forever changed how connectivity was delivered to a plane by developing the first software-based system that put absolutely everything an operator needed for IFEC into a single, small unit. This was a complete product paradigm shift akin to the launch of the iPhone.

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My job was to name this new system. 

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So I listened. And research. And listened more. I kept hearing how Gogo was "advancing aviation" with this new technology. Over and over again, people showed their affinity for that phrase. So I turned that phrase into a powerful name: Gogo AVANCE. 

The name finally made connectivity sexy and defined an entirely new perception of what inflight connectivity should be. It also set up an "evocative" naming methodology that allowed me to quickly develop names for all products/services within the AVANCE ecosystem: 

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• Gogo Vision inflight entertainment

• Gogo DASH self-service toolkit (short for Gogo Dashboard)

• Gogo MIX remote configuration module (short for Master your Inflight Xperience)

• Gogo Galileo (a next gen LEO satellite network)

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Gogo AVANCE became the most rapidly adopted IFEC solution ever launched into business aviation. In a 2020 brand survey, AVANCE achieved a nearly 85% score for product recognition - an unheard result for a bizav system.

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Check out this explainer landing page I created to drive home the AVANCE message: