How a Brand Name Becomes a Verb

In this episode of The Branding Podcast, Lucas and Luna explore the rare linguistic shift when a brand name becomes a verb — like 'to Google' or 'to Photoshop.' They examine the branding decisions behind this phenomenon, using Xerox and Velcro as core examples. Lucas explains the legal risks of genericide, where a trademark becomes so common it loses legal protection, citing the 2019 case of 'escalator' entering the public domain. Luna brings in the counter-strategy of companies like Adobe and FedEx that actively resist verbification while benefiting from the cultural cachet. They discuss when a brand should encourage or discourage being used as a verb, and what the rise of 'to Zoom' during the pandemic reveals about our relationship with brands. The episode closes with a reflection on whether verb status is the pinnacle of brand success or a legal liability. #BrandName #Verbing #Genericide #Trademark #Xerox #Velcro #Google #Photoshop #Zoom #FedEx #BrandStrategy #Linguistics #Marketing #BrandIdentity #IntellectualProperty #FexingoBusiness #BusinessPodcast #TheBrandingPodcast Keep every episode free: buymeacoffee.com/fexingo