Do… Doing… Done?
“It once would have been unthinkable for a company like Microsoft to encourage people to use its brand name so cavalierly. Businesses feared that if their product name became a verb, then it would lose its individual identity.”
Businesses, certainly those going to market with fast-moving innovations, should fear more that if their corporate name became a verb, then it would lose its individual identity. A basic rule in establishing strong Brand Architecture is focus on external, market drivers and it shouldn’t reflect internal or operational structures.
Source: The Power of the Brand as Verb, NYTimes
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