What company is the ultimate in branding? We can all name the most recognizable brands in the world. American Express, Walt Disney, McDonald's. These companies are undeniably among the best known brands in the world. But I don't consider them the ultimate in branding. What criteria do I have for the ultimate in branding? The brand should be such a leader in it's industry, so dominant in the product or service that the brand name and the product itself are interchangeable. This is a list of my favorite brand names that often replace the actual name of the product they replace.
In fact, I'll make it a top ten list.
10. Pampers instead of diapers
9. Microsoft Excel, Word, PowerPoint instead of word processing, spreadsheet or presentation software
8. Popsicle instead ice pops or frozen juice pops
7. iPod instead of mp3 player
6. Coke instead of cola or soda
5. Levi's instead of jeans. My dad really says this. It doesn't matter if it's Guess, Gap or Jordache, if it's blue, denim and pants, they're called Levi's!
4. Bisquick instead of instant pancake mix
3. Xerox instead of photocopy
2. Google instead of "look it up on the internet." Do you remember when that's what people used to say? You'd be talking about something random and arcane, and a question about the starting 3rd baseman for the '82 Mets would come up and someone would say, "look it up on the internet." Not anymore. Now they say, "Google it."
And the #1 Brand Name that has replaced its original product name....
1. Kleenex. C'mon, when was the last time you said, "do you have a facial tissue?" No, you ask for Kleenex.
But there's one company who blows everyone else out of the water. How many other company logos have you seen tattoo'ed on people's bodies...