The Power of a Brand as a Verb
You should Tweet that! Let me Google it! That’s Instagrammable! Do you want to Skype? I’m going to Photoshop your photo!
“Just Google it,” owing to the dominance of the Google search engine, “to google” has become a transitive verb. The brand name has seamlessly integrated into our vocabulary. The neologism “to google” commonly refers to searching for information on the World Wide Web. What’s more, it generally means to Google – not to Bing or Yahoo (as of May 2023, Google had a market share of around 93% in the search engine industry). Google as a verb was officially added to the Oxford English Dictionary in 2006.
In the realm of marketing and branding, few achievements are as remarkable as a brand transforming into a verb. It is a testament to the unparalleled power of a well-crafted brand that transcends mere recognition and infiltrates the very fabric of our language. So much so that when I spelled Instagrammable wrong in the first paragraph, Grammaly corrected it for me.
How a brand becomes a verb
To start, let's understand how a brand becomes a verb. Verbification occurs when a brand name is adopted and used as a verb in everyday language. It is a testament to the brand's immense influence, where its name is synonymous with an action or behavior. When a brand successfully verbifies, it embeds itself deeply in the cultural consciousness and enjoys unparalleled mindshare among consumers.
The positive aspects of verbification for a brand are manifold. First and foremost, it serves as an indicator of brand dominance and market leadership. When a brand name becomes a verb, it signifies that the brand has become the go-to solution or standard for that particular action or behavior. It reinforces brand loyalty and serves as a powerful marketing tool, as consumers actively use the brand name in their conversations, perpetuating its influence organically.
Moreover, verbification can also create a sense of authenticity and credibility for a brand. It reflects the brand's impact on society and its ability to address a specific need or desire. As a verb, the brand becomes an integral part of our daily lives, offering a seamless connection between the product or service and its associated action. This deep integration fosters a strong emotional connection with consumers, leading to brand affinity and advocacy.
However, a company name turning into a verb has not always been considered good. Before Google, teams of lawyers were constantly ready to fight the use of a trademarked company name. Names like Band-Aid and Popsicle have become generic terms, despite the efforts of legal teams to protect their inappropriate usage. For example, merely because Johnson & Johnson invented the Band-Aid doesn’t necessarily mean that you are going to buy that product specifically from them. The genericization of these brands highlights the challenge of maintaining exclusivity and trademark protection in the face of widespread adoption.
The challenge for brands is the risk of brand dilution or loss of control over their image. When a brand becomes a verb, it can sometimes be used in a generic sense, completely detached from the brand itself, as with Band-Aid. Additionally, if a brand is unable to live up to the expectations associated with its verbified form, it may suffer reputational damage.
Brands can employ several strategies to navigate the risk of becoming generic terms. First, they should educate consumers about their specific product or service and reinforce the association between their brand name and its unique qualities. Obtaining and enforcing trademark registrations is crucial to assert exclusive rights and prevent generic usage. Brands should monitor the marketplace for unauthorized or generic usage and take prompt action to correct it. Engaging in brand storytelling, emphasizing unique value propositions, and consistently differentiating themselves from competitors helps maintain brand distinctiveness. Lastly, brands should innovate, maintain a cohesive brand identity, and deliver exceptional customer experiences to reinforce the association of their name with their specific offerings. By implementing these strategies, brands can proactively safeguard their distinctiveness and navigate the challenge of genericization.
Examples of brands that have become verbs
There are numerous examples of brands that have become verbs, many of which were complete surprises to me.
App Store: Apple sued Amazon in 2011, claiming consumers could be confused by its “Appstore for Amazon”. Apple ended up abandoning the trademark and the lawsuit in 2013.
Aspirin: Created in 1897 and originally trademarked by Bayer AG. The name means “pain relief, speed, reliability, and tolerability,” according to Bayer. Its time as a trademarked word was short. In 1917 many of Bayer’s US assets were confiscated as a result of World War 1, including its patents and trademarks.
Band-Aid: Probably one of the most widely known genericized brands, Band-Aid was originally trademarked by Johnson & Johnson in 1920 and still stands today.
Beautyblender: The makeup sponge applicator is trademarked by creator and manufacturer Rea.deeming Beauty. To date Rea.deeming Beauty's global enforcement efforts have resulted in the removal of over 1,000 counterfeit and infringing product listings on sites such as Amazon, eBay, Poshmark, and Alibaba.
Cellophane: It was created by Swiss chemist Jacques E. Brandenberger and patented in 1912. In 1923, DuPont chemists created a moisture-proof system for cellophane. It has since become genericized in the US, though still trademarked in other countries.
Escalator: Originally trademarked by Otis in 1900, but it was lost in 1950 when the word joined the public lexicon.
Frisbee: Originally trademarked by Wham-O in 1957, and is still standing today.
Granola: In 1921, Sanitarium Foods trademarked the word to describe foods made of whole-grain products crumbled and baked to a crisp. The rights were officially lost to genericization in 2012.
Hula-hoop: Also owned by Wham-O since 1958.
Jacuzzi: This one might be my personal favorite. In 1956, the Jacuzzi brothers set out to help ease a relative’s arthritis symptoms with a normal tub equipped with a “hydrotherapy pump.” Since then, the name has become synonymous with the product and a sense of luxury, although the trademark is still active today.
Jetski: Despite its common use, this brand of "watercraft" is still owned and trademarked by Kawasaki Heavy Industries.
Ping Pong: Believe it or not, Ping Pong is actually the name of a brand of table tennis tables, not the game itself. The name was coined from the sound the ball makes when hit and was originally trademarked by Jaques & Son back in 1901.
Popsicle: First trademarked in 1905 by Frank Epperson, the rights are currently owned by Unilever. The company states in detail how the trademark should and should not be used on this website. “The Popsicle® trademark should never be used in the plural form. For example, it is not correct say “I love Popsicles.” It is correct to say “I love Popsicle® ice pops.”
Rollerblade: Though a common name for inline skates, Rollerblade is still a trademark owned by Nordica.
Scotch Tape: Still owned to this day by 3M Corporation.
Trampoline: The first modern trampoline was built by George Nissen and Larry Griswold in 1936 and trademarked by the duo in 1942 after the Spanish word "trampolin," meaning diving board.
Tupperware: First introduced to the public in 1946, Tupperware got its name from its creator, Earl Silas Tupper.
ZIP code: Also known as the Zone Improvement System, the ZIP code was originally registered as a servicemark by the United States Postal Service in 1976 but has since expired due to non-renewal.
Other brand names that are becoming generic: are Post-It, Jeep, Photoshop, and Uber. Which brands do you use in your everyday vocabulary? Let’s start a conversation - Tweet us or tag us on Twitter.
How brands can leverage the power of verbification
Be distinctive and memorable: To increase the likelihood of verbification, brands should strive to have a distinct and memorable name. A unique name that stands out from competitors is more likely to be adopted and used in everyday language.
Focus on innovation and disruption: Brands that introduce innovative products or services that disrupt traditional practices are more likely to capture attention and become verbs. By offering a new and improved way of doing things, brands can position themselves as the leading authority in their industry.
Encourage user-generated content: Brands can actively encourage their customers to create and share content that includes their brand name as a verb. This can be done through social media campaigns, contests, or by creating engaging experiences that inspire customers to use the brand's name in their conversations and content.
Provide exceptional user experiences: By prioritizing exceptional user experiences, brands can create positive associations with their name and increase the likelihood of customers adopting the brand as a verb. When customers consistently have positive interactions with a brand, they are more inclined to use the brand's name in their daily conversations.
Engage in linguistic creativity: Brands can proactively engage in linguistic creativity by incorporating their name into catchy slogans, ad campaigns, and brand messaging. This can help familiarize audiences with the brand's name and increase its chances of becoming part of everyday language.
Maintain brand relevance and adaptability: Brands must continuously evolve and adapt to stay relevant in a rapidly changing world. By keeping a finger on the pulse of cultural trends and consumer needs, brands can position themselves as indispensable and increase their chances of verbification.
Protect and manage brand usage: Once a brand achieves verb status, it is essential to protect and manage its usage to prevent genericization and maintain brand distinctiveness. Brands should enforce trademark rights and actively monitor and correct any instances where their name is used generically or inappropriately.
In conclusion, the power of a brand as a verb is a testament to its influence and cultural impact. When a brand successfully verbifies, it cements its position as a leader in its industry and enjoys a remarkable level of mindshare among consumers. However, brands must be cautious about the potential challenges that come with verbification, such as brand dilution and reputational risks. Nonetheless, achieving verb status is a remarkable feat that elevates a brand to new heights of recognition and dominance.
Thank you for reading Spotlight. I would love to hear your feedback, and please share it with a few friends you think would find it interesting.
I’m Marianne, Co-Founder of SAGA based in Stockholm. You can reach me by replying to this email or find me on Twitter or LinkedIn.