Once a brand is so heavily immersed in the American culture, it creates a huge amount of staying power. The brand name turns into a word or phrase used to describe entire categories of products or a lifestyle choice. The perfect example of one brand applying to an entire category is Kleenex.
Growing up i, like many others, did not know the word ’tissue.’ Kleenex is what everyone I knew called them, no matter the brand. To this day, I never use the word tissue. It was something built into my culture as a specific word. When a brand has this amount of pull, the staying power is immense. This of course applies to only one product category. Can you think of a brand that spans the gamut of all product categories?
Cadillac is one such brand. Cadillac has been synonymous with applying as a phrase meaning the “gold standard.” What do mountain biking tips, health care. grilling, power cables and surf shops have in common…
Read the entire article on the Talent Zoo blog Beneath the brand at: http://www.talentzoo.com/beneath-the-brand/blog_news.php?articleID=18181