Newton firm helps Circuit City with its new 'firedog' service
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Consumer-electronics retailer Best Buy Co. has teamed up with "Geek Squad" to offer computer support, and now rival Circuit City Stores Inc. has "firedog".
Firedog is the brand name of the electronic chain's tech support team that helps customers install home theaters, big screen TVs, and other products. Newton firm BrandEquity said Circuit City turned to the company for help in coming up with a moniker after considering 6,000 names.
BrandEquity, which creates names and logos, has developed the traffic light logo for Stop & Shop Supermarket Cos. and the Jimmy Fund logo, among others.
The Newton firm decided to steer clear of descriptive monikers because other competitors were already using such names as Geek Housecalls and Nerds on Site.
"Circuit City elected to take a risk and go with a memorable name you can build a story around," BrandEquity creative director Steve Smith said of firedog.
In a statement, BrandEquity president Ted Selame added: "We came up with the name firedog because it has great attributes: trustworthy, brave, friendly, part of the rescue team. Firedog is also a faithful companion who is ready to serve on call."
BrandEquity also helped develop the concept of a dog jumping through a hoop for the firedog logo.
Circuit City is currently rolling out the Firedog name, BrandEquity said.
(By Chris Reidy, Globe staff)
