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