Marketing

To Google® Or Not To Google®

Full disclosure…I own Google stock.  I like their products and their potential.  However, I am more than a bit concerned about how they use their names and trademarks.

Microsoft® names its products in a traditional fashion.  Microsoft is the company; names like Windows, Silverlight, Bing are clearly the products.  A very logical naming architecture that makes it clear where the company ends and the product begins.

Google is a company and a trademark for several goods and services.  The Google trademark is perhaps best know for “Search engine services” (International Class 042) but Google can also be “Dissemination of advertising for others via the Internet” (IC 035) or “Telecommunication services” (IC 038) or “Financial services” (IC 036) or any of a number of different product or service ideas that carry the name Google.

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How David Can Beat Goliath

How David Can Beat Goliath in Naming OTC Medicines

After 25+ years in the highly competitive world of OTC medicines, I’ve learned some things about naming products.  One thing I’ve learned is you have to understand the “Goliaths” of the category and zig when they zag.

Many OTC categories are dominated by brands that have been building equity for 50+ years.  Brands like TUMS® (75+ years) and Bayer® Aspirin (100+ years) are Goliaths because they are well positioned, satisfy consumer needs, and have had consistent marketing support.  Should you study these historical successes?  You bet.  People buy these brands for a reason.  Find it.  Exploit it if you can with a name of your own.

Another Goliath is the constant influx of new Rx-To-OTC switches.  Brands like Advil® (introduced 1984), Claritin® (1993) and Prilosec® OTC (2003) are “switch Goliaths” that turned categories upside down. 

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