Filtered dossier

trademark

  • 2 / 2
  • No visual on file
    Brand Language Entry #0479

    The reason a product becomes a verb

    A name used as a verb has won the category and endangered itself. Total familiarity is the point at which a mark starts to describe rather than distinguish.

    Adept
    The hidden part #0479

    A mark works by distinguishing. When everyone uses it to describe the category, it has stopped distinguishing anything.

    Open file
  • No visual on file
    Brand Language Entry #0499

    The reason a brand claims a colour

    A colour is recognised faster than a word and across more distances. It is also, unusually, an asset that can be occupied in a market before anyone contests it.

    Master
    The hidden part #0499

    Colour resolves before letters do. That is why it is worth owning, and why ownership is established by repetition rather than by announcement.

    Open file