ShoZu: 1  2 siegel+gale  
From a Product to a Corporate Brand When Cognima, the UK-based mobile media applications developer, realised that its ShoZu application symbolized the company's future direction — they decided to adopt the brand as the company name and re-launch it to both consumers and corporate audiences. The product itself is a typical Web 2.0 application, allowing mobile phone users to share media files (photos, video clips, streaming media and other data) with online web communities and with other phone users. We therefore used user-generated content as a key component in a new Tone of Voice that enhanced the brand's look and feel.