Friday, October 3, 2008

FedEx and Today's Lingo

I just heard a fascinating quote by Alec Baldwin on Real Time with Bill Maher.

It's not the content of what he was talking about, but the wording he chose to use. The quote, as best I remember it, with specific names left out, went something like this...

"Somebody needs to FedEx [a script] to [John & Jane Doe] right away so they get a clue real fast."

This fascinates me because just think about that. He could have said any verb to insinuate "get something to someone FAST". He chose to use the branded term "to FedEx" rather than to "fax", "email", or even "PDF" the document, to imply fast delivery. Wow. That's a pretty impressive marketing coup.

It always amazes me to hear brand terms become standard lingo or verbs, such as Kleenex, Xerox, or Hoover... names that have become synonomous with a generic item, i.e. facial tissue, copier, or vacuum, respectively.

Well done FedEx, you've made the brand-turned-verb list. Score one for the marketing department!

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