Mark Skoultchi

August 29, 2013

TiVo’s back. No, really. The company that turned an unproven value proposition—prerecording TV shows—into a brand behemoth announced its first major release in 3+ years. TiVo, (un)originally named Teleworld, shipped its first DVR box in March 1999. It used the power of brand to sell its product as a distinct experience, differentiating itself through an […]

Laurel Sutton

October 4, 2012

This blog originally appeared at MarketingProfs. Naming or renaming your business or product can be one of the toughest challenges you face. Whether you decide to do it yourself or hire help, you need to know some basics before launching out into the wide, sometimes-weird world of naming.   1. Know what you’re (re)naming You’d be […]