Chado-Design.com

In an interesting move last week, Xerox started running ads in the Hollywood trade publications like the Hollywood Reporter in an attempt to keep its trademarked name from being used. They are requesting that mainstream media stop referring to making a copy as “to Xerox” or copies as “Xeroxes”. Typically, having your brand name directly associated with and often used in place of the actual product would be considered an honor for the brand, demonstrating its impact on culture. Take Band Aid adhesive bandages, instead of making a shopping list and writing “adhesive bandages” people usually will refer to them as band aids by habit. Same goes for brands like Q-Tips, Kleenex, and Coke. Having your brand name interchangeable for the actual name of the product means that your brand is in the forefront of consumer’s minds increasing the chance that they will use your product. Now, there is the fear of brand dilution. They fear that by using their brand name as a noun in TV and movie scripts it will devalue the name of the brand as common usage continues. It will be interesting to see if this strategy hurts or helps the brand in the long run.