Shortly before the .com bubble burst, a fledgling company named NetStart decided to dramatically change its direction, becoming an internet-based employee recruitment and job-hunting site.  It hired Idiom to help define and position its new brand, and give this brand an effective name.  With Monster already spending millions of dollars advertising its unique, but communications-inefficient name, we encouraged NetStart to identify itself more descriptively—and aspirationally.  Shortly after we created the name CareerBuilder, Bill Gates invested millions of dollars in the repositioned firm.  It  survived the .com bust, was later bought by the Tribune Company and long ago eclipsed Monster to become the largest site of its kind in the world.