DPI Inc., the maker of iLive iPod-compatible audio systems, is relaunching its brand to include a pronunciation change of its name. Under the relaunch, the brand will be pronounced with the verb form
of "live" (rather than the previous adjective form "live"), as the company positions its products as taking an active role in the lives of consumers. The company has already begun to advertise the
change through online advertisements, and will soon follow with print ads with the message that the products "live for you."
--Aaron Baar
