As a marketing major, I understand the value and importance of strong branding. When wireless internet was first being introduced, the Wireless Ethernet Compatibility Alliance hired Interbrand to come up with a commercial name for wireless internet. the Wireless Ethernet Compatibility Alliance selected the name Wi-Fi, a meaningless phrase, from a list of potential brand slogans. The Wireless Ethernet Compatibility Alliance took it upon themselves to add the tagline "The Standard for Wireless Fidelity."
They thought that by adding the tagline, it would make more sense to the consumer.The phrase "The Standard for Wireless Fidelity" has no true meaning. Wireless fidelity, what most people commonly believe Wi-Fi to stand for, are just two words that seemingly fit the abbreviation.
The Wireless Ethernet Compatibility Alliance's attempt to clarify their product actually diluted the brand and confused the customer. They promoted false information which is still a common belief ten years after its removal from the marketplace.
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