Startup technology renaming

This company’s GPS device for autos was truly different: it gave you real-time traffic data, a big deal at the time. But their brand name, CircumNav, was a snooze, and didn’t reflect how exciting their navigational product really was. Our new name, Dash, heralded a device that got you there (wherever “there” was) in a hurry. It also recalled the device’s dashboard location.