The Tale Of TiVo And Why Great Brands Fall From Grace  Remember
TiVo and Listerine breath strips? Products like these dispel the
myth of long-term “first-mover” advantage in marketing brands--
ultimately, it is the companies able to adapt that thrive.  Why
is it that some brands launch like meteors, captivating our
imaginations and our wallets, only to fall spectacularly into
marketing oblivion? And perhaps more importantly for marketers
today: How can this fate be avoided? The answer lies in the
difference between what is required to generate initial trial of
a new product, versus building a relevant equity that stimulates
ongoing interest and repeat business.  Looking backwards from
today’s vantage point, it might be easy to dismiss brands like
Listerine Pocketpaks or TiVo, but at the pinnacle of their
success they had a Jeremy Lin-like, out-of-nowhere stardom that
had consumers all atwitter, brought riches to their corporate
owners, and had competitors searching for answers. What is it
about these brands th