To me – this is where the notion of “complete branding” is valuable. Companies like Kleenex (tissue paper) or Q-Tip (cotton-swabs) have embraced and fought for the notion that their name is synonymous with a certain product/service – often replacing it. Even locally, if you were to enter a bar and ask for a “Lager” – most likely it would be a Yeungling.

This is the Olympus-esque echelon of brand/product consumer status. “Google” meant nothing prior to the company (which misspelled it initially) adopting it as its moniker. How did a service – named after nothing – with a basic “logo” – replace the words “search”, “look”, “discover”, etc. for an entire generation? My assumption is that if it has no meaning – anything can be ascribed to it. But, if the service/product was terrible – it would be a wash.