If TiVo has its way, it won’t go the way of Xerox, Kleenex, and Google. According to The New York Times, at least, TiVo is beginning to aggressively defend its trademark, fighting those who try to make it a verb (to TiVo: To record television digitally) or a noun (TiVo: a Boyfriend, as in Miranda Hobbes’). To me, the brand-as-verb (or noun, for that matter) has always seemed to bestow a sort of flattery; a sense that your brand is so well-known and so powerful that people use it as part of their practical, everyday speech. Something tells me the trademark lawyers don’t agree with me. What do you think?
The Most Innovative Companies
The top 50 companies in entertainment, media, sports, technology, and more.
Most Creative People
Meet this year's inspiring leaders.
Innovation By Design
A showcase for ingenious design solutions.
Future of Philanthropy
Inside The Changing World Of Giving
World Changing Ideas
New workplaces, new food sources, new medicine—even an entirely new economic system.
The apps, tips, tactics, and brain hacks to help you work smarter instead of harder.
An award-winning team of journalists, designers, and videographers who tell brand stories through Fast Company’s distinctive lens.