ECHello Inc conducted deep market research before developing a branding plan for their new lighting company. They staked a position focusing on innovation, high-tech features, high-quality outdoor lighting, and modern design. For the company name, they chose "Brivation" which combines "Bright" and "Innovation". Their selected tagline was "Light up your life". They also considered alternative name and tagline options emphasizing intelligence, innovation, outdoor use, and providing bright illumination.