‘Verbing’ up: Getting that brand high
by Nikolas Contis
Is allowing your brand to “verb-up” a good thing in the long run? Or is it more like shooting heroin—a short-term high in trade for a crash later?
Heroin. Hard to imagine it was once a brand name. But it was—just like Aspirin, Escalator and Xerox. It was a brand name, among many, that suffered the fate of “genericide”—the buzzword that describes what happens when a brand name becomes generic. Genericide is often associated with the "verbing-up" of brand names.