Genericide. It happens to the best of brands. It happens when you take a brand, such as Jello-O, and turn it into the common word used to describe gelatin dessert (Jello-O is much sexier). Several brands have fallen victim to brand genocide aka genericization: Band-Aid, Velcro, Realtor, Windex — just to name a few.
Take Google, for instance.
Circa Late 90s / Early 2000s:
Google-(n) An American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, search engine, cloud computing, software, and hardware.
Today:
Google-(v) to search the Internet.
Fun fact: The first recorded use of Google (as a transitive verb) in pop culture was in an episode of Buffy the Vampire Slayer in 2002.
In less than 20 years, we’ve somehow managed to change the way we use the word Google. We’ve unapologetically traded the noun for the verb. And we’re not giving it back — it’s the American way. We did it to Kleenex, ChapStick, Q-tip, and Xerox. We’re basically at the point of no return.
Some brands are now (and forever) ingrained in our digital culture and identity.
Exhibit A: iTunes
IT Representative: So, go ahead and open iTunes…
Customer: Oh wait, you mean Google Play? I have an Android.
IT Representative: (eye-roll) Yes, Google Play — you know what I mean.
And some of the fallen include those nostalgic to the golden era of the 80s and 90s.
These brands are still well-known but are hardly relevant in today’s households. Except Tupperware — everyone needs Tupperware:
Jacuzzi- Because who says hot tub anymore?
Aerobics –Richard Simmons. Enthusiasm. Tights. Sweat bands. Enough said.
Frisbee- You don’t see many people throwing these things around anymore. Not even with their dogs.
Tupperware — My mom once told me about the wild Tupperware parties she used to throw back in the 80s. Why?
Some are items we use on the daily and have never even realized their former glory as actual brands:
- Zipper
- Escalator
- Saran Wrap
- App Store
- Laundromat
Then, there are the Will Smiths of genericization.
(I Am Legend)
Some brands will always (at least for the foreseeable future) be immune to genericide — namely luxury brands:
- Hermès
- Gucci
- Mercedes-Benz
- Tom Ford
- Balenciaga
Is there a cure for genericide or is it a Catch-22? (See? There goes another one — we just can’t help ourselves. We’re monsters!)
The genericized brand has its perks, but it can also be a heavy burden to bear:
The Good
- Lifetime brand recognition and awareness
- Popular culture dominance
- “MVB”- Most Valuable Brand
The Bad
- Threat to intellectual property
- Cancelled trademarks
The Ugly
- The threat to Google’s trademark value if full-blown genericization is lawfully and successfully recognized: “The court’s decision could wipe out billions of dollars for Google shareholders.”
The more our culture of consumerism grows, common brands will see the effects of genericide on a more efficient basis. Google took its sweet, precious time, but the next hottest thing may only take a couple of years before Merriam-Webster decides to adopt it as her own. This phenomenon isn’t going anywhere any time soon. Besides, it’s kind of hard to stop an entire population from drafting free-agent brands to the NAL (National American Language). Good luck, Google.
