Karin Hibma, Founder of CRONAN, on creating the name Kindle for Amazon and making TiVo's identity!

Karin is one of the most creative people in the world of business as she helped ideate and brand an entirely new Amazon product, the Kindle. She shares how this opportunity came about, the meaning behind the name, what Jeff Bezos thought, and more! Her talents extend far and wide to even film, as she helped create the strategic positioning for the Steven Spielberg, Lincoln movie! Karin's work has lead to increased visibility for products like the Kindle and TiVo, and also enabled them to be more easily defined for consumers. Karin shares how her passion for creative branding came about, what really goes into crafting the ideal name, why brand identity matters, how to position your vision for mass appeal, and more. Hope you enjoy!