Have you ever thought of brand as more than just a brand? There's quite a few examples of brands that are commonly mistaken for the name of the product they represent. For Example:
- People often refer to tissues as Kleenex when in fact, Kleenex is just a type of tissue.
- People often refer to lip balm as Chapstick, when in fact chapstick is only one type of lip balm.
- People often refer to hot tubs as Jacuzzis, when in fact a Jacuzzi is only one type of the many hot tub brands that exist.
You'd think brands would be honored to be recognized on this sort of level. But I think it might actually do more harm then good. All brands want to be the most recognized by consumers. But when consumers think that tissues and Kleenex are the same thing, that doesn't necessarily mean they are going to purchase the Kleenex brand. This synonymous relationship makes it incredibly difficult for Kleenex to establish itself as a brand, apart from the product it represents. I find myself guilty of contributing to this common misconception all the time. I'll go to the store with the intention of buying Chapstick, but what that really means to me is that I'm buying Burt's Bees. I forget that Chapstick is not a product, its a brand. Lip Balm is the product. These misconceptions have been so ingrained in our culture that it's hard for me to separate the terms from the identities. It's interesting to think about...
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