Brand Name as verb

Brand name as verb: can consumers be coerced?

Consumers using brand names as verbs is not new. Google and Xerox are the oft quoted examples in such a practice. Many of such examples have happened voluntarily without any effort from the brand. I guess that happens when a brand is either the pioneer in a category or has such a monopoly that no competition appears in the mental horizon.

Knorr Flavour of Home

Knorr – Flavor of Home: all the ingredients of a viral hit

What makes a brand content go viral? While Google has some helpful answers marketers would agree that it is not as easy as following a step-by-step process. There is still an intangible element – a magic involved. Having said that, marketers and agencies are following a pattern, which is both a good and bad thing. The pattern I am talking about is this: brands have come to believe that the best way to get consumers talking about you is to produce great content – be it an ad, a Tweet or Facebook post. And if that content is based on a brand action (beyond just a claim) then even better. And the action must be relevant, unique and find a fit with the brand’s core messaging. A new film for Knorr scores on all these fronts.