| TiVo, the poster child of technological | | | | extremely successfully. When was the last |
| advancement for companies like Direct TV, is | | | | time you had jello (actually a name brand of |
| really nothing more than a middle-aged woman | | | | gelatin desert), or used a Kleenex |
| in a designer dress - with plastic surgery. | | | | (trademarked name for a tissue)? Do you ask |
| The technology behind TiVo is really just a | | | | for a "Coke" no matter what flavor of soda it |
| tweaked DVR, or digital video recorder. Other | | | | is? The list goes on and on, including the |
| companies have it; but no other company has | | | | most recent tendency to refer to all DVR |
| built as successful marketing package around | | | | technology as "TiVo."What are you going to do |
| their product as has Direct TV with TiVo.What | | | | about it?If you own a small business or |
| is TiVo, um, I mean a Digital Video | | | | operate one out of your home, you might not |
| Recorder?Digital Video Recorders capture | | | | be running your own unique product line. But |
| video in a way similar to old video | | | | if you do, what are you doing to package it |
| recorders, but they do it digitally. Watchers | | | | and position it for success? Consider doing |
| can "pause and rewind live TV" because the | | | | the following:Name your product or service. |
| speed and response time of DVRs, like TiVo, | | | | It may sound silly, like naming your car |
| provide for a virtually seamless transition | | | | "Betsy" or "Lechuga," but a name is an |
| from live TV to recorded material. Based on | | | | essential part of successful repackaging. |
| user settings, up to 80 hours of television | | | | This is what TiVo did when they renamed their |
| can be recorded. This can include your | | | | DVR technology. Rather than call it a car |
| favorite show each week, or you can record | | | | wash, try something like "Dirty Mike's |
| everything you watch to make sure you don't | | | | 15-Point SuperClean." Maybe five years from |
| miss anything. Remember, every DVR can do | | | | now people will say they need a "superclean" |
| this, not just TiVo.The difference is the way | | | | instead of saying they need a "carwash." Keep |
| Direct TV has partnered with TiVo and | | | | reading below for legal considerations.Before |
| positioned it for success in the highly | | | | you start using a new slogan or title, double |
| competitive market of satellite television | | | | check to make sure another company does not |
| and accessories. The true success of TiVo's | | | | already own the trademark or copyright. The |
| marketing strategy lies in the fact that many | | | | last thing you want to do (or pay for) when |
| people believe it is a unique product.With | | | | you own a small business is a lengthy legal |
| product lines in competitive markets, | | | | process over something you could have avoided |
| positioning and packaging is king. Direct TV | | | | had you done the research.Get legal |
| touts TiVo in nearly every major marketing | | | | protection for your products, names, and |
| campaign they put together. They offer | | | | slogans. At the same time you are doing your |
| discount TiVo technologies to new customers | | | | research, register your trademarks, |
| who are willing to commit to a one-year | | | | copyrights, and where appropriate your |
| contract. My guess is that if you have ever | | | | patents. Registering your intellectual |
| heard of Direct TV and seen any advertisement | | | | property with the government will go a long |
| they have produced, you have been exposed to | | | | way when it comes time to stop others from |
| the TiVo name and features.Have You Ever | | | | infringing on your company name or |
| Heard of Tevas?The three strap sandals that | | | | intellectual rights.Nick Smith is an internet |
| have come in and out of fashion over the last | | | | marketer specializing in online advertising. |
| few decades are now known almost universally | | | | For more information about TiVo and DVRs, |
| as "Tevas." Chalk up a point for the company | | | | visit I-Satellite. |
| Teva that created and marketed their sandals | | | | |