Recently, Google has been up in arms because people are using "google" as a verb. That’s all well and good when you’re talking about using Google to google something. But when "google" applies to searching on any search engine, they get a little testy. And no wonder. It IS possible for a brand name to become so popular that it slips into the common vernacular… and loses all traces of its corporate identity in the process.

Do you use facial tissue… or Kleenex? And if you blow your nose with Puffs or Scott, do you still call it kleenex?

When you use the copy machine, are you photocopying or xeroxing?

Kleenex and Xerox aren’t alone. Zipper, elevator, cellophane, thermos, and escalator are other examples of brand names turned generic.

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