Through a totally random sequence of events where a friend of a friend met someone at a party, I ended up talking to Michael Cronan of Cronan Design. Michael is noted for coming up with the name "TiVo" and mascot concept that they're still using successfully in 2005. He was kind enough to take the time to answer my questions about the process that came up with "TiVo" and how the name has worked ever since.
Matt Haughey, PVRblog: Take us back to the very beginning of the project. Before TiVo had a name or mascot, how was the project described to you when you began? Did they have a pretty good idea of the total features or was it pitched as just a "tapeless VCR?"
Michael Cronan, Cronan Design: Mike [Ramsay, former CEO of TiVo -- ed.] invited me to his home one afternoon to discuss the project. I'd created the color-name series concept for the computers Indigo and Crimson for his group at Silicon Graphics, as well as worked with him on the Silicon Studio project, the school SGI established to train animators on their technology. The project code name was Teleworld.
It was initially a "smart house" concept; a robust disc drive that would control features and functions in the home, including entertainment. I thought that the entertainment component would be the popular part of the offering, the part that was the newest, most amazing idea. Others thought so as well. When they called me in officially a few months later to start work on the identity, it was all about TV.
MH: Wow, I had no idea it started out as a whole-home concept. I'm glad they honed in on TV, given how historically it's been difficult to market and explain to people. And now the "teleworld" name from the filesystem makes sense.
When did you start work on the project, and about how long did it take to come up with "TiVo" and the mascot?
MC: We started in spring 1997. We had roughly six weeks to create a name and an identity. It may be hard to believe, but we reviewed probably 1600-plus name alternatives, seriously considered over 800 names, and presented over 100 strong candidates to the team. This might seem like an arduous task but those meetings were filled with fun, laughter and confidence that we would get the right answer.
We work on many new products and services, as well as updating the brands of existing products and services. I've learned that something really new needs to be first a little familiar before consumers can recognize or understand it. That's why marketers use metaphors to help explain new products.
One of the ways to generate a winning answer is to find the right question to ask. Answering questions is relatively easy. Asking the right question is more difficult. This was the technique we used in coming up with TiVo. We spent the early meetings trying to place a cultural context on the product. Was it to be a revolutionary or evolutionary kind of product? Once I began to understand that it could change behavior on an essential level I began to pose questions like, "what would 'the next TV' be like? are we naming the 'next' TV?"
The winning answer was we were naming the next TV. I thought it should be as close as possible to what people would find familiar so it must contain T and V. I started looking at letter combinations and pretty quickly settled on TiVo. I also liked that "i" and "o" were a part of the name from the "in and out" engineering acronym. Additionally I thought "vo" had a nice connection to "vox" and "voce" from the latin for vocal sound and Italian for voice, vote and vow are part of the same root words. In a way, every selection one makes with TiVo is a kind of vote. It was all beginning to make some sense. We created a beginning lexicon of TiVo expressions to help create what we anticipated would be a TiVo culture. One of the expressions was "TiVolution". I liked the similarity of sound to the rock band DEVO and their devolution stance.
Once we'd settled on the name (see the answer to your next question) we began work on creating the identity. I wanted to provide a kind of identity that would become as recognizable as the mouse ears are to Disney. From that impulse I placed a smile under the word that would make a face out of the lettering and signal the happy attitude of the character. We were also thinking of the shape of a TV and so added the rabbit ears. I was driving one day and saw the little Darwinian fish-with-legs evolution character on a bumper and immediately realized that TiVo needed legs.
The next day I presented a little stick figure drawing and everyone started nodding, the TiVo identity became the TiVo mascot. From that concept we developed the extended look and feel of the brand, with color palettes and the elements to create the world of TiVo, "TV my way". Later we realized that the character would need to be refined to help the animators do their work. By then Paul Newby had come aboard and helped direct the refinements to the character. At one point in the review process TiVo got a little too skinny and I urged that he get a little thicker to help keep the TV metaphor clear.