Posted by | September 22, 2011 | Uncategorized | No Comments

The goal of a marketer is to make our brand a household name. The ultimate dream (and danger) is that we’ll be so successful, we turn the brand into a generic noun. Band-Aid, Kleenex and Thermos are the generics in their category. Xerox spent years returning their generic into a mulitdimensional brand. Generic, Brand or both? What’s best for the business?

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