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Home Editorial Opinions

These Brands Did Marketing So Well That People Have Forgot The Original Product Names

Shubham Sachdeva by Shubham Sachdeva
April 16, 2018
in Editorial Opinions
A A

Every word that we use in our life has a story behind its origination. While most words are taken from other languages and translated in a better way, there are words which come into existence due to the popularity of a product or brand. We have collected 10 such words which are actually names of brands.

1. Jacuzzi

Source

Product name: Hot tubs

What Americans refer to a hot tub, people in other parts of the world call it as Jacuzzi. It is the name of the brand that sells hot tubs.

2. Band-Aid

Source

Product name: Hansaplast

Whenever there is a small injury, it is common if you hear about applying Band-Aid on it. Well, it is a brand name which was started by Johnson & Johnson. In many parts of the world, it is called as plaster or hansaplast as it provides dressing on injuries.

3. Sellotape

Source

Product name: Transparent Adhesive tape

The item which we recognize as Sellotape is actually a brand name of clear sticky tape. Sellotape is very popular all over the world and other brands are confused with this name.

4. Xerox

Source

Product name: Photocopy

Xerox is a generic term we use for photocopying a paper but according to the definition of the Xerox machine maker, “you cannot xerox a document, but you can copy it on a Xerox brand copying machine”.

5. Photoshop

Source

Product name: Image editing

This one is for the computer using generation which likes to play with graphics using software. Photoshop has become a part of internet life and people use it as a generic term in place of airbrushing and image editing.

6. Flip Phone

Source

Product name: Clamshell

Flip Phone is the name of a handset series launched by Motorola and the trademark rights of this have now expired. The right word for such phones is clamshell.

7. Trampoline

Source

Product name: Rebound tumbler

A trampoline was only a brand name before it won the hearts of people worldwide. The first modern-day trampoline was made in 1936 and it is actually a rebound tumbler. The trademark has now been removed because of the generic use of this term.

8. Jiffy Bag

Source

Product name: Padded mailers

Things which we call as jiffy bags are actually padded mailers. These were firstly launched by the Jiffy Packaging company in 1964.

9. Thermos

Source

Product name: Vacuum flask

Vacuum flask word has been replaced by the brand Thermos. Thermos was launched in 1923 and since then most people have forgotten that it was a trademark registered brand for which the company had to fight and lost out in 1962 after the US court took the decision in the favour of the public as the term became generic.

10. Jet Ski

Source

Product name: Personal Watercraft

Jet Ski is actually the name of a brand which is owned by a Japanese company named Kawasaki. It was trademarked back in 1972. The correct word for Jet Ski is a personal watercraft.

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Every marketer talks about building awareness, few have to build it without talking about the product. India's alcobev industry has spent decades navigating that paradox. Direct product advertising isn't permitted, making surrogate advertising only one part of the marketing equation. The bigger challenge has always been earning something no media budget can buy: consumers who become advocates for the brand. For Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, that's the category's biggest truth. “Consumers will always be your biggest advertisers,” she said. It's a philosophy born out of necessity. But it has also shaped how alcobev brands think about marketing itself. “The principles of marketing are the same whether it's personal care, beauty or alcobev. What changes is the complexity.” That complexity, according to Dasgupta, isn't just about navigating regulations. It's about understanding consumers, managing a diverse portfolio, and ensuring brands continue to grow despite having fewer traditional marketing levers than almost any other consumer category. India remains one of the world's most tightly regulated alcohol markets, where brands have to navigate different state regulations, on-trade and off-trade ecosystems, and restrictions on advertising products directly. For marketers, that has meant learning an entirely different language of brand building. Marketing hasn't changed, The rulebook has Dasgupta's own career has prepared her for exactly that. Rather than following a straight path, she has moved across FMCG, health and hygiene, beverages and now alcobev, picking up different lessons along the way. “I think the beauty is that I didn't have a linear career path, and I think it was very deliberate and intentional.” Each company, she said, has added a different layer to her understanding of marketing. “Unilever taught me to be extremely consumer-centric and always keep the consumer at the heart. Reckitt taught me commercial discipline, that marketing needs to lead to commercial and business growth. PepsiCo was about how brands stay relevant in culture.” Bringing those experiences together at Pernod Ricard has reinforced one belief. “The principles of marketing remain the same.” The environment, however, certainly doesn't. While referring to India as one of the markets where alcohol advertising is prohibited, she said, “The regulatory landscape is quite complex. That's the piece that one needs to wrap their minds around as you navigate and ensure that you're able to drive business growth.” That complexity extends well beyond regulation. “At a portfolio level, it's important for us to understand what is delivering the present and what will deliver tomorrow,” she said. “Where is growth coming from today, and where will growth come from in the future?” When consumers become the media channel Perhaps the biggest difference between alcobev and traditional consumer goods lies in how brands create awareness. Unlike an FMCG company, Pernod Ricard cannot advertise its alcohol products directly. “So the disadvantage that we have versus CPG is we cannot advertise products,” Dasgupta said. “We are in compliance with the guidelines that exist today.” Instead, the company builds visibility through compliant brand extensions such as packaged drinking water, while investing in passion points like cricket, music and digital platforms. “For us, the brand extension is a compliant business in itself and we can advertise that. We continue to double down on social, digital and influencer marketing for those businesses.” Furthermore, Dasgupta went on to say, “What we rely on is on-premise advocacy. We rely on sampling. We ensure that our liquids are extremely high quality so that when the moment of truth happens, consumers really love the product.” That has also meant new launches take longer to build. “Awareness build-up is much slower because consumers discover the product at the point of sale. That's very different from an FMCG brand.” Which naturally raises another question: if brands can't advertise products, who does the selling? “The consumers will always be your biggest advertisers,” Dasgupta said. “If you walk into an outlet and see someone drinking, it gives you confidence in the brand.” Word of mouth, she believes, becomes one of the category's most powerful marketing channels. “In a category where you can't advertise the product, consumers become your champions.” That consumer-first philosophy also shapes how global brands are adapted for India. For marketers outside the alcobev industry, the constraints may seem daunting. For Dasgupta, they've simply reinforced a timeless lesson. When the product can't do the talking, the brand, and ultimately the consumer, has to.

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