14 intriguing new brands to be created by corporate mergers

HTWB law firmsThe following new brands are, er, under consideration due to possible mergers of the following corporations. Needless to say there is no chance of the new brand names being in any way misleading…(original “brand marketing consultants” unknown…)

(NB: if you want to read some slightly less hilarious advice about how to write better brand names, have a look at this.)

[Read more…]

The jinxed brand name – and why it has to go

Have you ever wondered why some brand names always remind you of something negative, no matter how much positive promotion is thrown at them?

How to write better brand names

A brand name associated with failure or other negativity is a very hard gig to recover from

Solving the problem is never easy, and like a gangrenous lower limb, the only effective cure usually is amputation.

This is not the first time I write about brand names and it’s only now that I’m doing some work connected with Apprenticeships here in the UK, that the issue of the jinxed ones arises. More of those later. Meantime, on with a couple of other jinxed brand name stories…

The Rover brand name and its downfall

There was a story circulating in advertising circles back in the naughty nineties about the ill-fated British car manufacturer, Rover. [Read more…]

You’ve only made it when you lose your capital letter

Hmmmm…doesn’t really have a credible ring to it, does it?

Do you think “suzanstmaur” could become a generic term for better writing? No, I didn’t think so either. Ah, well.

However when you hit fame, or infamy, as the case may be… (“Infamy, infamy, why do people have it Infamy?”) …moving from name to generic term is simply a matter of dropping the initial capital letter to a lower case one. You go from being a proper noun to a common one, which is something of an irony considering that to achieve this you need to have acquired an audience of gazillions and been around for a long time.

No capital initial and being a common noun means you’ve made it to immortality, so it seems.

What does it take to move from “Facebook” to “facebook?”

…probably a few hard facts like having become an institution with around 900 million users or so … this does help. Although the word “facebook” is a trumped-up jollification it has, with that many folks using it, earned its place in the generic words hall of fame.

And as for Twitter? Well, the name itself hasn’t quite earned a lower-case “t” status yet, but “tweets,” “tweeting,” “tweeted” and other derivatives certainly have. Shame on you if you dare to stick a capital “T” on any of those.

How about Google? Oh, these kiddies really have earned their lower case status. Wherever you look both online and offline, you’re told to “google” this or that for further information. When I write about “googling” these days I feel embarrassed if I accidentally capitalize the first letter.

“G”oogle is just so passé, and so rude; it suggests that the writer/perpetrator hasn’t quite understood the hold that G/google has used to er, grasp the world by the Spherical Objects and become its sole, serious source of proper information. None of us would make that mistake a second time, huh.

Other useful generic terms

Having gotten really interested in this topic I consulted G (oh sorry) google and wound up looking through Wikipedia’s list (and Wikipedia is still stigmatized by a capital “W”) of generics and genericized trademarks. I was gob-smacked – an expressive British term – to find out the following (excerpts only) terms which also have joined the verbal Hall of Fame as terms we now use in everyday speech.

Aspirin … still a Bayer trademark name for acetylsalicylic acid in about 80 countries, including Canada and many countries in Europe, but declared generic in the USA.

EscalatorOriginally a trademark of Otis Elevator Company.

LanolinTrademarked as the term for a preparation of water and the wax from sheep’s wool.

LinoleumFloor covering, originally coined by Frederick Walton in 1864, and ruled as generic following a lawsuit for trademark infringement in 1878; probably the first product name to become a generic term.

Nurofen … brand name in the UK for Ibuprofen, being the name used by the Boots Company plc who first developed the drug.

PetrolCarless, Capel and Leonard invented the trade name “Petrol” for refined petroleum spirit, called “gasoline” in North America.

ThermosOriginally a Thermos GmbH trademark name for a vacuum flask; declared generic in the U.S. in 1963.

ZipperOriginally a trademark of B.F. Goodrich.

And so it goes on, but here is the real humdinger:

Heroin: originally a trademark of Bayer AG…..

Is your name or brand about to lose its capital letter and become a generic sensation? Let me know, and share your thoughts!

Give your writing some star quality:

“Super Speeches”…how to write and deliver them well

“How To Write About Yourself”…how to make the most of yourself, whatever you need to write

“Business Writing Made Easy”…everything you need to know about writing for business in English