Always The Brand, Never The Brandsmaid.
Why proprietary eponyms are even more important in a world of voice.
As virtual assistants begin to organise more of our lives - refilling our refrigerators, cupboards and wardrobes - will agencies begin pitching to Alexa, Siri et al for a place on their roster?
The use of voice activated virtual assistants is expected to hit 8.4 billion in 2025, that's more assistants than humans. In a world where virtual assistants are calling restaurants and hair salons on our behalf and acting on generic instructions such as "book me a flight to Barcelona" - how will brands ensure they are on the virtual shopping assistants list in the first place?
Will "Hi Siri, here's a short mood film we put together to bring the idea to life" be followed by a synthetic voice sharing the dreaded "You came a very close second."
Probably not.
What will become increasingly important however is the role of proprietary eponyms. Proprietary eponyms are the pinnacle of products, those that are called what the market calls it. The Aspirins, the Band-Aids and the Q-tips of the supermarket shelves.
As voice becomes the primary search tool and virtual assistant the conduit to purchase, products that transcend categories and epitaphs that leapfrog the competition will become the holy grail as our friendly intelligent assistants do our shopping for us. Brands that own the market will own voice search.
"Hey Siri, get me some tissues" leaves the decision to the Ai, whereas "Hey Siri get me some Kleenex" focuses the search.
In need of more cigarette papers, energy drinks and a place to stay? "Restock my Rizla, refill the Red Bull and book me an Airbnb" all direct your digital assistant and more crucially educate the algorithm for future purchases.
Proprietary Eponyms are usually awarded to those who are first to market. For those products and services who are playing catch up branding will still play a major role as we move into a world of voice. Products that are part of the consumer's vernacular will thrive in the world of voice and virtual. Making the brand name synonymous with the service or the product will ensure that you will always be the brand and never the brandsmaid.
I am reminded of classic examples that have resonated for decades "Don't just book it, Thomas Cook it" and "I feel like Chicken Tonight," the ever optimistic "Coke Side of Life" and the euphoric "Booking.Yeah!"
Bake the brand name into brand communications, make an emotional connection and you stand a better chance of catching the digital bouquet, stepping up to the assistant's altar and being ‘The best Alexa can get.’
* first published in Creative Review