Today I've decided to share with you a new word that recently made a special appearance in my daily life: eponym. It is pronounced (EP-uh-nim) and I have to be frank, but I was somewhat at a loss when I saw it.
I mean, I write, communicate and persuade using words for a living?but this one had obviously been hiding somewhere far away because although I could pronounce it, I could not recall its meaning.
So I grabbed my dictionary? then I realized that I now reside in the 21st Century? so I put down the book and I went on to the 'Net' instead. I found the definition (actually I found a few versions) and then settled on the one I've included below.
--- In A Word
One way that we use the word "eponym" (EP-uh-nim) is in reference to a specific brand name that has come to mean a generic product. Examples:
Jacuzzi = whirlpool bath
Band-Aid = plastic bandage
Chapstick = lip balm
Jell-O = gelatine dessert
Kleenex = facial tissue
Q-Tips = cotton swabs
Scotch Tape = cellophane tape
Styrofoam = plastic foam
Teflon = non-stick coating
Vaseline = petroleum jelly
Walkman = portable cassette player
Xerox = photocopier/photocopy
Sounds fantastic doesn't it. I mean, your own name or your product name being so popular that it has been absorbed in to the general vocabulary. Now that's branding at work? that's branding on 'go-go' juice!
But hold on a moment! You might think this is really great 'branding' however I'd like to offer an alternate viewpoint...
--- Too Much Of A Good Thing
If you were the lucky/unlucky manufacturer of 'band-aids' you'd now be in the unfortunate position of seeing your brand lose most of its value because it has passed into the vocabulary of the buying public as a GENERAL term.
Your product which you worked so hard to promote... has lost all its specificity. In other words, your product branding is now helping the competition sell there alternate 'band-aid like' products.
--- Brand Life Cycles
You've probably heard me say that for most of us (probably 80% or more) we need to focus on selling not brand building. Sure branding is a great add-on if you can do it, but you have got to have deep pockets to pull it off successfully. And you've have to be very, very, very patient.
Assuming that you create the next super brand, and your product takes on a life of its own, there will be that first glory phase when your products name will be uniquely linked to you, your product and the benefits and value it provides.
If you keep going strong your product will be synonymous with the brand name? and eventually the unthinkable will happen: One day, the buying public will use your product name ? your brand name ? to refer not to your specific product, but to the family or type of product!
--- The End Of An Ear? Or Is That Era?
From that day forth, your product name, your brand name will now be an eponym. You'll be the Kleenex of facial tissues, the band-aid of plasters, the Teflon of non-stick coatings. Life will be grim?
Of course, you'll be filthy stinking rich at that point and whether you get another dime off the brand name is really neither here nor there.
But I'm sure you see my point. The brand is born, it develops over time, if you're lucky it is welcomed by the masses and they embrace your brand product. It over stays its welcome and eventually becomes a mainstay of conversation ? the end.
Do you think Good Year or Pirelli or Firestone or some of the other tire manufactures will suffer that ignominious fate?
They should be so lucky ? until next time.
Author: http://www.JamesBurchill.com - James is a freelance writer and consultant.
Corporate marketing groups - especially bandwidth-challenged small-to-mid-sized departments - can... Read More
As the owner of a creative services boutique - I... Read More
My childhood was my foundation for how I write and... Read More
So, you want to know what your competitors are up... Read More
Do you know what Howard Stern... Oprah Winfrey... and Paul... Read More
Are You Riding The Marketing Roller Coaster?If you're like many... Read More
There's a secret to marketing, which is so simple, yet... Read More
When it comes time to print your brand identity materials,... Read More
How often do you sit around and wonder how to... Read More
If you use promotional products you probably already know the... Read More
One of my favorite quotes is often used to describe... Read More
In the age of e-newsletters and e-mail, you may not... Read More
Anybody that frequents shopping malls are familiar with the bar... Read More
So you just dropped a tidy sum to attend a... Read More
Marketing is a business process about which much is written,... Read More
Life provides your business with enough opportunities for failure. Don't... Read More
What Stands Between You and Writing an Artist Statement or... Read More
Pop quiz! If you have to say goodbye to your... Read More
60+ hour workweeks, cash flows that constantly keep you up... Read More
Learn a lesson from professional direct mail copywriters. They follow... Read More
If you've got a mailbox, you're no doubt aware of... Read More
Recent studies concerning the "new world of women" have been... Read More
If the promotional items you give out end up in... Read More
The industry standard for mobile washing is completing the car... Read More
Popular TV Series Provides a Powerful Marketing LessonSmall Business owners... Read More
I don't mean you, I mean the YOU that is... Read More
Let's talk about how to keep your postage costs down.So... Read More
If anyone was to ask me what my greatest strength... Read More
Donald Trump's hit reality show, The Apprentice is a godsend... Read More
Brochures are a great way to get your message across.... Read More
Celebrities are the tastemakers that drive brand awareness and usage.... Read More
Traditional marketing and advertising assumes that all of your customers... Read More
In my experience, there are two kinds of small business... Read More
I was saddened to hear of the passing of one... Read More
Marketing is a business process about which much is written,... Read More
So you've decided to start publishing an e-newsletter, or you'd... Read More
Triple your response from expos by avoiding the top ten... Read More
Radio advertising can be a small business's best friend. It's... Read More
In a world economy that is in constant flux and... Read More
Over the last few years the buzz about CRM (Customer... Read More
Business cards are such wonderfully creative little marketing products. Most... Read More
A brand is the essence of who you are. The... Read More
Networking on the Internet is the same as networking in... Read More
You know those bad habits we get. Like raiding the... Read More
If you've never done a postcard mailing, you're probably wondering,... Read More
Alright you've got yourself a nice website with a great... Read More
How to Create Strategies That Work In Today's Markets. Of... Read More
Everything happens Quickly and Instantly on the Internet. In the... Read More
With more and more companies wanting to integrate their products... Read More
Mobile businesses are quite unique in the way they must... Read More
The industry standard for mobile washing is completing the car... Read More
What is the most valuable asset your company owns? Inventory?... Read More
How many times has someone you've called said, "Why don't... Read More
While I am not talking about the movie "Matrix", you... Read More
As a promotions director for a lot of super markets,... Read More
In a recent marketing workshop I attended, I discovered that... Read More
Your message is first among your weapons in the battle... Read More
For any business to be successful whether on or offline... Read More
Today's constant bombardment of marketing messages means your materials must... Read More
When asked "what business are you in" many business owners... Read More
There are many Web sites I visit every day and... Read More
Anybody that frequents shopping malls are familiar with the bar... Read More
Are you on track for hitting all your business goals... Read More
1. Do the moneymaking things first.For an entrepreneur, generating income... Read More
Over the years as I have attended trade shows, networking... Read More
You've probably bought a book or two at one of... Read More
Marketing |