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Her brand helps others brand themselves: The design maven who helped name TiVo and Kindle

Her brand helps others brand themselves: The design maven who helped name TiVo and Kindle

The gig: Karin Hibma, 65, is co-founder and principal of brand-strategy consulting firm Cronan, based in Berkeley, and is best known for coming up with the names for TiVo and Amazon’s Kindle. Cronan has done work for Apple, Levi Strauss, Estee Lauder and many others. Hibma and her team plumb a client’s history and values to home in on a “strategic identity” for a new product, a new company or to help focus a major change in corporate direction.

The power of enthusiasm: An art student in the early ’70s at the school now known as Cal State Sacramento, she picked three postings on a job...

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