Google fights genericide

[Benjamin Zimmer]

http://www.washingtonpost.com/wp-dyn/content/article/2006/08/04/AR2006080401536_pf.html

Washington Post
Saturday, August 5, 2006; D01

So Google Is No Brand X, but What Is 'Genericide'?

Last month, we noted that "google" had entered Merriam-Webster's
Collegiate Dictionary. It was a landmark for the search engine --
going from nonentity to common usage in only eight years. One would
think that a company that existed only in the minds of two college
dudes a few years ago would be happy that a major publication such as
The Washington Post prominently marked the occasion.

One would, that is, until one got a letter from Google's trademark lawyer.

Google, evidently, took offense to this passage in last month's
article: "Google, the word, now takes its place alongside the handful
of proper nouns that have moved beyond a particular product to become
descriptors of an entire sector -- generic trademarks."

This characterization of Google, the letter warned, is "genericide"
and should be avoided. Such letters are cranked out every day by
companies keen on protecting their trademarks. Wham-O Inc. wants
writers to eschew "Frisbee" for "plastic flying disc," for instance.
I'll note that in my Palm. Excuse me -- my "personal digital
assistant."

Google, however, goes the extra mile and provides a helpful list of
appropriate and inappropriate uses of its name. To show how hip and
down with the kids Google is, the company gets a little wacky with its
examples. Here's one:

" Appropriate: He ego-surfs on the Google search engine to see if he's
listed in the results.

Inappropriate: He googles himself."

But this one's our favorite:

" Appropriate: I ran a Google search to check out that guy from the party.

Inappropriate: I googled that hottie."

It's a matter of debate whether it's appropriate or inappropriate for
a market-leading company worth $113 billion to use the word "hottie"
in official correspondence. What is beyond debate is the eye-popping
fact that Google's trademark complaint arrived via a hand-addressed
letter in the actual mail.

Wonder if they Google(TM)-d me to get the address.

-- Frank Ahrens

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