The name change was initiated by Nilsson in a move to simplify the brand identity as the company expands its geographic reach and product offerings. "We have customers in Barrie who don't know what a BMTS is but are very pleased with BMI Internet," Nilsson says. Bruce Telecom was known as Bruce Municipal Telephone System (BMTS) and BMI Internet - and also a combined BMTS/BMI - depending on which services you used and where in Ontario you were. "We are a telecommunications company -that hasn't changed - and over the years we have expanded our offering of products and services to business and residential customers - each one with a branded name - it was getting cumbersome," Nilsson says.

The new corporate identity was developed by Avenue A Integrated Marketing, an advertising and consulting agency in Owen Sound, under the direction of Nilsson and the marketing team at Bruce Telecom. In addition to developing the new name, Avenue A also produced a series of creative radio advertisements. "We didn't want the name change to be confusing to new or existing customers - our goal was to simplify," Nilsson says. To that end, many of the company's previous brand identifiers have been maintained for continuity. For example, the new name isn't a big leap from the previous one. It identifies the type of company - telecommunications - and its home turf - Bruce. The globe icon from the previous logo is maintained and the previous tagline is modified only slightly, to become connecting your world.