{"id":404009,"date":"2010-03-08T12:25:09","date_gmt":"2010-03-08T17:25:09","guid":{"rendered":"tag:typepad.com,2003:post-6a00d834519bc269e20120a91548ae970b"},"modified":"2010-03-08T12:25:09","modified_gmt":"2010-03-08T17:25:09","slug":"xerox-gets-snippy-with-hollywood-over-generic-use-of-its-name","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/404009","title":{"rendered":"Xerox gets snippy with Hollywood over generic use of its name"},"content":{"rendered":"<p><a href=\"http:\/\/brandmediaweek.typepad.com\/.a\/6a00d834519bc269e201310f7bcfa1970c-pi\" style=\"float: right;\"><img decoding=\"async\" alt=\"Xerox1\" class=\"asset asset-image at-xid-6a00d834519bc269e201310f7bcfa1970c \" src=\"http:\/\/brandmediaweek.typepad.com\/.a\/6a00d834519bc269e201310f7bcfa1970c-250wi\" style=\"margin: 0px 0px 5px 5px; width: 240px; height: 168px;\"><\/img><\/a> <\/p>\n<p>In everyday life, a tissue is a Kleenex, an adhesive bandage is a Band-Aid, and a photocopy is a Xerox. Lots of us use those brand names as shortcuts by habit, but the folks at Xerox wish we wouldn&#8217;t. They fear brand dilution. (And they&#8217;re not alone. <a href=\"http:\/\/www.brandfreak.com\/2009\/12\/tivo-getting-its-wish-as-more-people-warm-up-to-dvr-as-a-verb\/comments\/\" >Check out our earlier post about TiVo.<\/a>) Now, Xerox is targeting Hollywood in its campaign to keep its trademarked name from being used as a noun (as in, &quot;Xeroxes&quot;) or verb (&quot;to Xerox&quot;) in movie and TV scripts. The marketer <a href=\"http:\/\/thresq.hollywoodreporter.com\/2010\/03\/xerox-asks-hollywood-to-stop-saying-xerox.html\" >ran an ad in this week&#8217;s <em>Hollywood Reporter<\/em><\/a> reminding the creative community to &quot;use Xerox only as an adjective to identify our products and services, such as Xerox copiers.&quot; Xerox doesn&#8217;t want to go the way of aspirin, escalator and zipper, which have lost their precious trademarks in the past because the marketers didn&#8217;t defend them from common usage, according to our brother blog, THR Esquire. It&#8217;s part of a larger effort from the marketer to protect its name against the dreaded genericide. I&#8217;ll contemplate the issue further as I Scotch tape some Q-tips together while sipping a Coke from my La-Z-Boy. <\/p>\n<p>\u2014Posted by T.L. Stanley<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In everyday life, a tissue is a Kleenex, an adhesive bandage is a Band-Aid, and a photocopy is a Xerox. Lots of us use those brand names as shortcuts by habit, but the folks at Xerox wish we wouldn&#8217;t. They fear brand dilution. (And they&#8217;re not alone. Check out our earlier post about TiVo.) Now, [&hellip;]<\/p>\n","protected":false},"author":3984,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-404009","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/404009","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/3984"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=404009"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/404009\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=404009"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=404009"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=404009"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}