When you think of global positioning systems, a few brand names come to mind: Magellan and Garmin, specifically. But what about Mio? Most Americans would answer, "Me what?"

Launched overseas in 2003, the Taiwanese brand was popular in Europe, yet it had little name recognition in the US when it engaged Text 100 Public Relations in fall 2005. "It did not have any brand presence," says Craig Troskosky, Mio's account director at Text 100.

Strategy

Text 100 wanted the name Mio to come ...