COMMENT: Branding in the vernacular
have been Googled
by Surfers. Ever heard. Did you google today? or Go
try googling and you will find it?
Watch out for this daily lingo as to most people it may sound pretty
good as free advertising for Google but in fact it can be a nightmare
for this corporation.
When a name brand lends to verbing such as, xeroxing, fedexing,
rollerblading, then this is the time the code-red alert hits the boardrooms.
The legal SWAT teams go into full action to protect these super successful
legendry global brands and an aggressive policing of the usage of these
names kicks in.
So what can you do to so that your brand name doesnt end up being
a part of daily chit-chat. If it becomes a verb or a popular dictionary
word of public domain losing its intellectual property rights
Kleenex, Fridge, Hoover. Then there are very few things you can do.
Firstly, consider this a happy problem, because by this time you have
acquired all the profits, recognition and the success you can get. The
legal teams can only issue fancy memos and force people and media to
always refer to such names as registered trademarks of the companies.
They ask advertising & branding agencies to avoid making creative
uses and plays on these names when used in a commercials or in general
promotional copies of their ads. It is a long and a painful process.
Secondly, studies have shown that certain alpha-structures do not lend
to verbing that easily. Despite their fame and popularity in daily language
these type of names survive in time and stay as powerful brands for
the corporation while enjoying a proprietary status.
For example, Yahoo, Apple, NetScape, Telus, MicroSoft, Sony, Rolex,
Nintendo etc... Have you ever heard I Rolexed and I realized
I was late? or Leave me alone, Im Appling How
about I just Nintendozed off or I was depressed and
very Microsoftish Kindly, let me know if you ever come across
such google de gook.
Lastly, finding great brand names is a very scientific process and no
longer a creative exercise of the left sided brain. Only under the proper
Laws of Naming such issues are explored in advance and only under professional
naming, such laws are applied to begin with. Days of accidental naming
are over. Asking the public to hold back their emotional take on a name
brand is dreaming in Technicolor. It is time to go to the Fridge
and chill out on a Cooler and better bring out some sophisticated
naming strategies. Google, has a very big battle ahead and the fights
are on two fronts. Firstly, it is still the best search engine to date
and justifiably acquired too much global attention too quickly. Secondly,
as a borrowed word from the mathematical section of the English dictionary
it does have an alpha-structure which easily lends to its cute verbalization.
Right now Sir Isaac Newton is simply googlified.
© Naseem Javed - author of Naming for Power, founded ABC Namebank,
25 years ago, www.abcnamebank.com speaker on global circuit and expert
on corporate image & name identities. Full Bio
Nassem Javed on The
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