Re: Loyalty to Brand or Content - Kleenex

From: David Hauslaib <dave_at_bmedia.org>
Date: Mon 14 Jan 2002 13:32:59 -0500

On 1/12/02, "Marco Janeczek" <info_at_webadvertising.ca> wrote:

>Another success in branding is when the name of your
>product has succeeded and that name is introduced in
>our daily life. Examples are (Kleenex, ZIP, etc...).
>Can you ZIP me that file. The word did not exist before,
>but now it exists.

It is interesting to note that in the example of Kleenex, it
could be argued that their branding effort went .. too far.
I recall an article or two I read about Kleenex fighting a
copyright battle because their name has now become a household
name, forcing them to try to keep the "Kleenex" name
a brand name rather than a generic term for tissue (e.g. other
companies were attempting to use the Kleenex name to describe
their own brand of tissue).

Obviously it can be said that the company has had monumental
success at spreading the Kleenex name. But, in a sense,
their brand may have crossed boundaries it did not want to.
(Also interesting to note that my email program's spell
checker does NOT pick up "Kleenex" as a misspelled word.)





Received on Mon Jan 14 2002 - 12:32:59 CST