11 Brand Names that Changed the Lexicon

Jul 062016
 

frisbee-brand-nameThe American Marketing Association has a great blog entry on brand names that became more than household words; they practically entered the dictionary.

In my naming consulting practice, I am constantly advising clients to stay away from descriptive names. Such names can never really be owned as brands. The classic example is Amazon’s once mighty competitor Books-a-Million. Would ebay have done as well if it went to market as online-auctions.com?

Descriptive names are not memorable and tend to be very limiting. The better approach is to consider brand names that have the potential to become iconic. Choose something unusual in which you can build meaning over time.

The “Genericide” of Brand Names

Yet in success, comes the danger of an iconic brand becoming so synonymous with a product that it becomes the generic. Frisbee spends millions protecting its name as a brand. The Dempster Brothers’ branded their wheeled trash haulers a portmanteau of “dump” with “Dempster.” Having lost control of the brand, today “dumpster” is a generic word. Aspirin, Zipper, Yo-Yo, Thermos, Vaseline and even Heroin are other examples of brands that suffered “genericide” through trademark erosion.

More naming resources for choosing a brand name:

Naming How-To:

Naming Mistakes
Six Factors for a Memorable and Motivating Name
History of Best Known Brands
Styles and Types of Brands
Choosing a Name
Try a Recycled Name
Web 2.0 Naming Considerations
What is Brand Architecture
Approaches to Brand Architecture
Brand Architecture and Business Strategy

Companies and Products:

MSNBC vs. msnbc.com and The Bigger Naming Problem
Macy’s Blunder with Marshall Field’s Name Change
Banks and the Name Game from Bank Marketing Magazine
AIG Name Change to AIU
Breaking Up the Motorola Brand
Google’s Speedbook Disaster
Renaming a Small Business
Proxios CEO Talks About Renaming Process
Naming a Green Sportswear Company
Unintentionally Funny Names-BARF
Unintentionally Funny Names-Putzmeister
Unintentionally Funny Names-Bimbo
Renaming a $2 Billion IPG Agency
Renaming Iraqi Freedom
Selected Naming Portfolio

 

© 2014 Lisa Merriam