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TiVo – Pioneer with a bullet in its back?

Matt has posted an excellent interview he conducted with Michael Cronan, famed designer, and primary force behind TiVo brand identity. Much of the discussion revolves around the name “TiVo,” and the perfectness, the inevitability of that name.

And I thought — could a name be too perfect? Is TiVo *so natural* a word for what the service does, that it is too easy to not think of as a specific brand or product, and just moves immediately into genericism (like Kleenex?)? Is it important, when naming companies, to not come up with too good a name? Especially for a first-mover company that’s providing a service that never existed before? Because if that name goes generic, it’s easy to neglect the company that made it.