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About two-thirds of the Cronan Group’s business is naming
assignments. And most of the time, the clients already know
what they want, says principal Michael Patrick Cronan.
“Almost every time, the clients provide the answers. They just
don’t know that they know them,” he explains.
When the developers of TiVo came to the Cronan Group with a
revolutionary product in need of a like-minded name—the moni-
ker Teleworld was being used as a placeholder company name—
they knew they had something very different. The question was,
how could they let consumers know that, although TiVo is a tele-
vision-related product, this digital technology is as unlike ...