‘Pass me a Kleenex.’
‘Quick, get a Band-Aid!’
‘Got any Post-Its?’
Have you ever heard or said any of these? And more importantly… should you?
Brands can become such a big part of our lives. We often think of brands, rather than the objects we use. Rather than buying toothpaste, we think about buying ‘Colgate’. Rather than buying brick toys, we think about buying ‘Lego’.
This equation of a specific brand with an entire category of product is evident in our language in the form of genericised trademarks.
Generic or ‘genericised’ trademarks, otherwise known as proprietary eponyms, are trademarked brand names which have become synonymous with a general class of product or service.
For example, in the US you can say ‘pass me a Kleenex’ of any tissue, not just those of Kleenex brand. Kleenex was the first Western brand of tissues (they had been used in Japan for centuries beforehand). Thanks their popularity, ‘Kleenex’ has come to mean tissues made by any manufacturer, not just Kleenex. In fact, the Merriam Webster and Oxford dictionaries both list ‘Kleenex’ as a word.
In Australia, ‘Rollerblades’ came to mean any kind of in-line skates, not just those of Rollerblade brand. ‘Velcro’ fasteners and ‘Band-Aid’ plasters are other examples that have become used to refer to any products of their kind, regardless of maker.
The death of brand names…
When brand names are genericised to the extent they no longer exclusively identify the owner as the origin of the product/service, they may no longer qualify as enforceable trademarks. The use of the trademark as a verb (e.g. ‘That picture’s been Photoshopped‘), plural (‘I like playing with Legos‘) or possessive (unless the mark itself is possessive) are considered forms of genericisation.
The Oxford and Merriam Webster dictionaries struck a balance between acknowledging the widespread use of the verb ‘to google’ and its association with Google, defining google (all lower case) as use of ‘the Google search engine to obtain information on the internet’.
Companies often take steps to ‘protect’ their trademarks. They fear ‘genericide’, or the erosion of their trademark to the point it can no longer be protected and other companies may use the same name. But genericisation is not all bad for the companies involved. Indeed, it is a measure of success in having achieved exceptional recognition.
To take the above example, Richard Stallman warns against the use of ‘google’ as a verb, suggesting instead the use of ‘search the web’ or simply ‘search’. And I’m certain that’s not because Stallman is an enormous fan of Google corporate. I don’t think he’s concerned about the enforcement of their intellectual property ‘rights’.
Rather, I think it’s because, when we refer to online searching as ‘googling’ often enough, we forget that other options exist. Even options which, like Duck Duck Go, might be better about respecting our privacy.
Why shouldn’t I call a tissue ‘a Kleenex’?
Personally, I try to avoid using brand names. Not because I’m trying to protect that company’s brand. Rather, I don’t want to unthinkingly endorse a product I’m not specifically referring to.
I’ll say ‘use sticky notes to flag important ideas in books’ rather than ‘use Post-It Notes’. Post-Its are expensive and honestly, I’ve found sticky notes I like better.
Or, I’ll say ‘look it up online’ rather than ‘google it’. I don’t want to give Google free advertising, and I don’t use Google as my first search engine of choice personally.
I’ll say ‘pass me a tissue’ rather than ‘pass me a Kleenex’. I don’t want to assume that everyone necessarily buys (or can afford) name-brand tissues, and besides, no-name tissues work just as well.
And I’ll say ‘can I have some paracetamol’ rather than ‘can I have some Panadol’. Not just because I prefer to buy the cheaper generic brands wherever possible (I believe pharmaceutical research should be funded by all of us based on need, not based on profit margins, so I have no desire to line the pockets of ‘big pharma’ any more than is necessary) but also because, as a traveler, I’m aware that brand names differ regionally.
Quit advertising to yourself
When you say ‘I’m going to pick up some Fairy and Colgate’, you’re not only advertising those brands to others. You’re advertising them to yourself. You’re forming a picture in your mind of what you’re going to purchase. Before you’ve even gotten to the store and checked the price and quality of the other options.
What brand names do you use? Have I missed any? Do any irritate you? Let me know below!
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Today’s featured image is a box of the charmingly communicative ‘Hello’ brand tissues – popular in Japan and sold in rainbow-coloured 5-packs.
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