|
|
|
|
|
|
|
What The Heck Is An Eponym, And What Does It Mean For Your Brand?
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.
Advertisement: Honest Riches - Click Here!
Advertisement: Lost AdWords - Click Here!
Advertisement: Get $1 Million A Month In Google Pay-Per-Click Ads Free! - Click Here!
Advertisement: Who Loves Money? - Click Here!
Advertisement: SEO Elite, the GrandDaddy of SEO Software - Click Here!
CNNMoney.com - 16 hours ago
Ace Marketing & Promotions Inc. (OTCBB: AMKT) announces that IMAX Theaters is piloting Proximity Marketing at its Palisades theater location in NY, ...
Bizjournals.com, NC - 12 hours ago
Database marketing firm Merkle Inc. has signed up the Limited as a new client in a three-year contract. The Columbia firm will analyze customer data to help ...
Merkle Selected by The Limited to Support Integrated Customer ... MarketWatch (press release)
all 17 news articles
Boston Globe
Bizjournals.com, NC - 17 hours ago
United Parcel Service Inc. rival FedEx Corp. will cut its marketing budget by more than 25 percent for 2009, the company recently disclosed on its blog. ...
FedEx cuts marketing spend by more than 25 percent Reuters
FedEx to reduce marketing budgets by 25% Brand Republic
all 43 news articles
Bizjournals.com, NC - 17 hours ago
Downtown Greensboro marketing firm Bouvier Kelly has won three awards from the Carolina Healthcare Public Relations and Marketing Society for its work with ...
CNNMoney.com - 7 hours ago
TMI's marketing plan includes a program where LTC facilities can lease the equipment necessary to perform skin assessments and store the necessary data ...
Wellstar/TMI Announces Estimated Three-Year Revenue Projections MSNBC
all 9 news articles
CNNMoney.com - 17 hours ago
Proton will start by marketing a variety of enhanced water products that provide health benefits for people and the planet as well as the commercial product ...
MSNBC - 4 hours ago
The initial stages of marketing the properties for sale have already begun, and the Company will expand those efforts now that the properties are completely ...
Indianapolis Star, United States - 14 hours ago
With a team of 25 brokers and additional market research, marketing, and client support staff, Summit Realty Group specializes in office, industrial, ...
MediaPost Publications, New York - 3 hours ago
by Erik Sass, 7 hours ago Katz Media Group is launching a new national marketing unit that will focus on creating custom solutions for advertisers that take ...
Katz Launches Katz Marketing Solutions Streaming Magazine
Katz Media Group Reorgs to Trim Costs MEDIAWEEK
Katz Media Group Launches National Marketing Unit to Exploit the ... Earthtimes (press release)
Radio Business Report - AdAge.comall 24 news articles
Milwaukee Journal Sentinel, WI - Jan 7, 2009
... "controversy" they bring both fade quickly. It's called marketing. And whatever else Ann Coulter may be, she's superb at using TV to sell her books.
Write Effective Fundraising Letters By Being Conversational (Includes Examples & Samples)
I am doing what you do, sitting at my computer, trying to get my thoughts out of my head and into a written form that will help... Read More
3 Ways to Gain and KEEP Customers Using Postcards
In today's competitive (sometimes cutthroat) marketplace, savvy business owners need to constantly look for ways to get and, more importantly, keep their customers. When used properly postcards... Read More
Private Practice Marketing: 3 More Things I Wish I Knew When I First Started
1) Create systemsCreate systems for everything you do, especially those things you do on a regular basis.My members and mentees ask me all the time how do... Read More
What Is Multi-Level And How Should It Be Worked
Multi-level marketing is really a partnership. You go into business with someone that has the same interests and goals you have. You make a commitment to... Read More
You Cannot - Not Market
Everything you do - or don't do sends a message and marketing is about sending messages. You can market well or you can market poorly, but you... Read More
The Key to Success
Good business is about communication... not just what you say but...Early Monday morning the phone rang in my office; it was very early for a business call.... Read More
Costly Web Copy Pitfalls
One secret to a site that sells: Look at your site from your customer's perspective. Another secret: Watch out for these common web copy pitfalls.Welcome to?nothingLook at... Read More
Loan Officer Marketing ? How to Target the Right Agents
Once there was a loan officer, who marketed his services to some Realtors®. His story went something like this... ...One day he invited an agent to lunch.... Read More
Secrets of Trade Show Success
The ropers at Annie Oakley's Real Western Dudette Ranch were all riding high in the saddle. It was just before their first ecotourism and adventure travel trade... Read More
Planning Your Postcard Marketing Campaign
Before you create your postcard, do a little planning. Ask yourself:1. Why are you doing this card mailing? Do you want to get new clients? Or do... Read More
Full Color Postcard Marketing: 7 Reasons Why They?ve Become the New Direct Mail
The most crucial aspect of having a high response rate to any direct mail marketing list is to keep your business' name in everyone's mind, constantly. But... Read More
Why You Buy, Part Two
More of the findings of the recent studies in behavioral economics:Webers LawA change of stimulus is more emotional and motivational, according to the base: Most subjects tested... Read More
Four Essential Marketing Plan Components
Preparing a Marketing Plan for your product or service is a real eye-opening experience. While we all hope that our product or service will appeal to the... Read More
Business Card Design - How to Stand out and Get Noticed
One of the most powerful, yet over looked weapons in your marketing arsenal is your business card. If designed properly this little 3 x 2.5 piece of... Read More
Making Networking Work
Several years ago, "networking" was the hot buzzword. Everyone was talking about building their network, because this was the secret to becoming incredibly successful. Well, yes, networking... Read More
Fax Marketing : Reaching a New Niche of Customers
Traditional marketing and advertising assumes that all of your customers are traditional people. Even newer technologies like email assume that the best way to reach people is... Read More
Marketing Success - Marketing Strategy - Brand Identity Guru
Marketing message x Credibility x Visibility = Marketing SuccessThese three variables, when working positively together, create success. Period. But determining how to get those variables to work... Read More
Direct Mail Response Rates Low? Eliminate These Mistakes
Are your direct mail response rates lower than you expect? Check your sales letter or direct mail package against this checklist to uncover the reasons for your... Read More
Marketing Manual Sample Outline
The key to success in any business relies a large part in your ability to market your product or service. Often MBA students spend years studying marketing... Read More
A Pass / Fail Test for Any New Market
If you are considering entering a new target market, with an existing or new product or service, it makes sense to first systematically analyze the market in... Read More
Newsletters are Marketing Machines!
Is your business publishing a print or e-newsletter? An informative publication is a great way to stay in touch with your customers and leads. It also reinforces... Read More
Writing Guarantees that Sell
"This offer is good but can you guarantee it."Why write a guarantee for your product or service? It reduces the risk in the eyes of your customers,... Read More
Arts Marketing : Suggestions for Students and Beginners
Many artists create art but when it comes to marketing and selling their work, well, that is another story. It may seem daunting at first but artists... Read More
Always Sell To New Eyes And New Ears
One of the hardest things for you to do as an advertiser to do is to step into your prospect's shoes and really understand what makes him... Read More
Standing Above The Crowd
In today's highly competitive business environment it is critical to find ways to separate yourself from the other companies who sell the same ? or similar ?... Read More
Overview on Qualitative Data Collection Techniques in International Marketing Research
This article is meant to be a brief review and reminder of some valuable yet often bypassed techniques to collect data on international markets and consumers.When thinking... Read More
My Marketing Budget Is Small - How Can I Make The Most Of It?
Regardless how small or large your budget is, there are a number of ways you can make it go farther. One way is to capitalize on the... Read More
Motivate Your Market Force
IntroWant me to tell you something on how you can motivate your market force in 2005. I will do so today. Tell you ideas that will power... Read More
The Easiest Marketing Plan Youll Ever Find
When it comes to marketing there's simply too many choices. I often find clients are totally perplexed about which marketing tools they should use and how to... Read More
Self-Promotion on a Zero Budget
Recently, I've received a few e-mails from people asking me for advice on how to get started in the writing biz. When I stop to think about... Read More
Blowing Your Own Horn
Opportunity Assistance Business Resource Center http://www.opportunityassistance.comAt first you must think that with a title as above that this article must be about something other than... Read More
Up Your Income Next Week: 13 Ways to Have a Sale
Nothing gets people buying products or programs like a special promotion in your e-zine. Now, I know right now you're thinking, "I can't have a sale on... Read More
Business to Business Direct Mail Offers that Say Free
In direct mail, the offer is the incentive or reward that you dangle in front of your prospects to motivate them to respond to your mailing, either... Read More
Importance of Endorsements And How To Use Them
Customer endorsements are an inexpensive and easy sales tool, particularly for someone just starting out. Here are some tips on how to get them and use them:... Read More
The Surprise Inside!
Think about all those Cracker Jacks you ate as a kid. What's your lasting memory? I'm guessing it's not the taste, but the surprise inside ? that... Read More
Is It Time To Kill Your Marketing Program?
Ouch . . . sounds pretty drastic I know, but . . .If you've been in business for any length of time, you've no doubt been faced... Read More
Loan Officer Marketing ? How to Target the Right Agents
Once there was a loan officer, who marketed his services to some Realtors®. His story went something like this... ...One day he invited an agent to lunch.... Read More
How to Set (and Get) the Right Prices
Which product feature of yours is every buyer keen to know about? Which sales tool closes prospects instantly? Your price. Yet, despite the far-reaching consequences of a... Read More
The Testimonial Writing Machine
Almost every small business marketer knows that they should gather testimonials to use in their marketing materials.The problem though is that getting your clients, the ones who... Read More
Mortgage Originator Marketing ? Differentiate or Die
One of the best ways to attract more clients is to quit marketing the same way your competitors do. Because when all mortgage originator marketing is... Read More
Positioning For Success
According to military historian David Chandler the campaigns of Napoleon Bonaparte consistently rose above the expected. For more than 20 years Napoleon showed genius and skill as... Read More
How to Earn the Right
"How to Earn the Right..."Marketing your professional services is a lot like dating: you have to earn the right to be intimate.In both endeavors, you can't skip... Read More
19 Ways To Attract Higher Paying Clients
Some people have little difficulty attracting and maintaining clients who have higher discretionary funds to spend for solutions. Others can't get to first base. If you are... Read More
The Great Direct Marketing Conundrum
Many a home business owner has spent sleepless nights thinking of ways to turn his venture into a higher profit-making unit and build it to be his... Read More
How to Use Business Cards to Network and Market Your Business
You've had one thousand of the finest, most eye-catching business cards printed. Now, what do you do with them?Networking with business cards is one of the most... Read More
What Are Focus Groups & How Do They Work?
Businesses and other organizations use focus groups to research consumer and public opinion concerning a variety of issues. Corporations look to focus groups for general help in... Read More
Don?t Put All Of Your Eggs Into One Basket
I vaguely remember a particular story from my childhood. It had something to do with transporting eggs to market. The main character, a little girl who thought... Read More
Marketing Your Franchise Online
Do you want to successfully market your business franchise online? Here's an internet strategy you can use for your franchise opportunity.1. Design a very simple web site.I've... Read More
Are You Guilty Of Interruption Marketing?
You muted the commercials on the TV last night because you were fed up with interruption marketing. Ditto if you went through your mail to find most... Read More
The Day I Learned to Start Saying No
It was the fall of 1998 when I had just started my first business as a marketing communications writer. Most of my clients hired me for newsletters,... Read More
Use The Neglected Weapons In Your Marketing Arsenal
Business marketers have a lot of weapons in their arsenals but they often overlook some very important ones. So, let's do a quick inventory.Of course, you already... Read More
Quiz: Where is Your Marketing Message?
Wondering if your marketing message is dancing in the spotlight right in front of your target market or is busy cowering by the punch table nowhere near... Read More