Case Study: SiriusXM

Naming, positioning, and launching SiriusXM’s marquee innovation for dock-and-play radios, and identifying an additional revenue stream for an entertainment giant.

New product. New offering. New revenue stream.

What I Did

Naming
Product Positioning
Go-to-Market Tactics

Key Results + Measurables

Product Naming + Positioning
Differentiated Retail Packaging
Uncovered a new revenue stream unlocked through software + technology..

**Naming Rationale:** TOUR speaks to discoverability, to personalization, and to following your favorite artists and entertainers. TOUR takes you about town, across the country, and around the globe. On TOUR, theres always something new to be discovered, something new to be enjoyed, because entertainment lives all around you.
This is SiriusXMs approach to entertainment. And entertainment lives on TOUR.

Project Summary

SiriusXM was preparing its most innovative launch to-date, a dock-and-play radio featuring an algorithmic listening experience to deliver personalized content and recommendations to SXM listeners.

Needing to embody sentiments of exploration, discovery, and excitement, we delivered the name (Tour) and positioning “Entertainment lives on Tour”.

The name and positioning fit within and extended SXM’s overall positioning “Alive with Content”, ensuring consumers recognized the product + technology constantly delivers a fresh, relevant, and exciting experience.

Additionally, while discussing the capability of SXM’s latest software innovation (360L technology), we identified that the technology itself represented an entirely new revenue opportunity to monetize streaming listeners, both on Tour and through it’s internet-based streaming audiences.

Note: This work was produced as a member of The Stable.