One of theÂ web’sÂ most famous trademark owners recentlyÂ had a conniption about people using “to google” and “googling” generically. Today another victim ofÂ thisÂ brand nameÂ erosion — think permission marketing — offers some great advice on branding in the Internet Age. The gist: Chill out. But overlooked is how Google’s superior search engine isn’t the main reasonÂ it is themÂ crying in their beers instead ofÂ Yahoo.
Mr. GodinÂ takes the long view of these trademark infringements. If someone starts using your brand name generically, and you own that domain name, how much real brand damage can be done? Consumers can find you even if they don’t google you. Oops.
He then talks about the ability of consumers to “verb” your brand in the first place. Comparing two popular social bookmarking sites, Digg and Reddit, youÂ can easily see why only one of them is at risk of genericide. It sounds meaningfulÂ when youÂ digg a site. Not so much if you reddit.
Studies have shown that certain alpha-structures do not easily lend themselves to verbing. Despite their fame and popularity in daily language, these types of names survive over time and remain powerful corporate brands while enjoying a proprietary status. Some examples are Yahoo, Apple, Netscape, Telus, Microsoft, Sony, Rolex and Nintendo. Have you ever heard, “I Rolexed and realized I was late?” or, “Leave me alone, Iâ€™m Appling”?
Unlike Mr. Godin, Mr. Javed thinks Google’s easily verbed name is serious reason for concern, and calls this misuse of the brand name,Â “A corporate nightmare — a code-red alert.”
Which brings me back to Yahoo. They should be happy, right?
Ten years ago when they had a similar market share to what Google has today, people were rollerblading and fedexing but not yahooing. What if people were yahooing in the pre-Google era? (And yes, they actually tried to trigger a trend, with their “Do you Yahoo?” campaign of a few years back.)
If that were so, and the dictionaries featured them in their pages, Google would probably have a little less of the search market today.Â That’sÂ because folks would sometimes assume someone reallyÂ did goÂ to Yahoo when they said they yahooed. But they don’t.
If I were Yahoo, I wouldÂ side with Seth Godin. And I would consider the lackÂ of genericide of their brand name aÂ corporate code-red alert.