We are TiVo - naming the new
A few of us had the privilege of hanging out with Karin and Michael Cronan on Friday. They are lovely and wise people.
At some point, it was mentioned in passing that Michael had created the name and mascot for TiVo. That's pretty cool. Many brand names are crappy, and TiVo is a particularly good one. Today, I happened upon Haughey's excellent interview with Michael Cronan. it's a good story about how the naming and branding process works when it works well.
One amusing insight about the resulting brand:
TiVo has the potential to be what marketers call a Branded House, meaning that the brand evokes a level of trust that it can offer a large array of products and experiences. I actually think, from a brand perspective, TiVo has an advantage as a Branded House over Yahoo and Google. I'd bet that most people who know TiVo and Google would buy a TiVo toaster before a Google toaster.
Written by Erika Hall on September 18, 2006 | 
2 comments so far. Add yours below.
Andrew Jackson says:
Will my TiVo toaster toast my favorite toast for me when I'm away from home and have it ready when I get back? Will it toast my egg bagel in the background for later while I toast a slice of cinnamon bread for now? And most importantly, can I buy a co-branded, pink Hello Kitty/TiVo toaster that imprints a mouthless Kitty on one side and a mouth-only TiVo alien on the other? Are we not men?
September 18, 2006 4:45 PM
John Beck says:
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October 4, 2006 1:26 PM