The world is a big place, with billions of people in it, having a billion different ideas every second, millions of which morph into brands. Yet, every so often a brand so inhabits the collective consciousness, it transcends beyond mere product or brand.
Take these examples. When someone reaches for a tissue they ask, “Can I have a ‘Kleenex’?” If they go inline skating, they’ll call it “Rollerblading.” I don’t even know what people call Popsicles other than Popsicles – frozen… stick…treats? There’s an entire website devoted to reminding people that you don’t search online; you “Google” (The site is Let Me Google That For You and it is wonderful.)
The fact of the matter is that these brands have all created a product or service, refined it to the greatest extent possible, put it out to the world, and strived to make it more than the sum of its parts. They aren’t a cotton swab, they’re a Q-Tip.
Now in an age where words like bromance, chillax and noob have found footing in the Oxford English Dictionary, it may seem like an easy task to rise above the noise and become a part of the lexicon, but take stock. It's a pretty amazing feat for people to:
a) recognize your brand name
b) use it universally to describe a product
c) be unsure of what to call popsicles other than popsicles
Of course it’s not necessarily your business’ goal to become ubiquitous in the collective consciousness of the world. But no doubt it is your business’ goal to become ubiquitous in the collective consciousness of your own specific customer base. You don’t want your desired customers to even consider going elsewhere for the product or service that you deliver.
So then. Here are a few tips to put you on the path to Sharpie.
You may not be ready now, but when you are: drop us a line
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