Circuit City’s firedog Brand Promises Premium Installation Services
Circuit City said its new firedog brand will provide “a new level of personal computer services, home theater installations and integration of home electronics.”
“When it comes to the music they hear, the shows they watch and the computers they rely on, Americans are living a ‘digital life,’” said Marc Sieger, senior vice president for services at Circuit City. “Some people are comfortable with using and integrating digital technologies, but it is not second nature for many consumers. Our mission with firedog is to provide a one-stop offering to help people solve problems and optimize their experience with the electronic devices they use every day.”
Firedog-branded fixtures, vehicles and uniformed personnel will begin appearing at Circuit City Superstores nationwide this month. A web site, www.firedog.com, and a toll free phone line, (800) firedog, will be activated as well. The service will provide home theater installations within 25 miles of a Circuit City location.
“We chose the name firedog because it evokes the kind of qualities we intend our technicians and installers to provide: helpful, friendly, knowledgeable and reliable. When it comes to improving consumers’ relationship with technology, we want firedog to be your ‘best friend,’” said Philip J. Schoonover, chairman, president and CEO of Circuit City Stores.
The firedog logo “features a stylized dog jumping through a hoop to symbolize the brand commitment to ‘do whatever it takes to get the job done’ for customers,” said the company. “The dominant color in the logo is green, which in electronics often signifies ‘go’ or ‘on.’”