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  • Will You Add? - What The Heck Is An Eponym, And What Does It Mean For Your Brand?

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    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

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    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 t

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    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

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    (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

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    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

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    Gillian is at the end of her wits! They only have less than three months to finish the project and yet all things seem to be going wrong. And to top it all, there's little financial resources left to finish all things that needed completion before d-day!To an expert's eye, Gillian's problem all boils down to improper project management. She may have started the project without evaluating all her resources and whether or not these resources will be e
    er
    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

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