How would you feel if your brand became so well known that it became a generic verb, included in newspapers, books and — even — dictionaries?

Happy? Elated? After all, you have the leading brand in your branch of industry.

No. Be afraid! Be very afraid. Do you buy a Hoover to hoover? A Xerox to xerox? Do buy an Aspirin when you need an aspirin? Didn’t think so!

The problem is: What do you do about it?

Google is now asking media organisations to refrain from using the word google as a verb and in that way help it “protect its trademark”.

Dear Google, we do feel for your need to protect your trade mark, and there is definitely a risk involved. (There may come a day, when Yahoo! asks us to use their search engine to google the Web).

Still, this is a battle you can’t win. Moreover in the process you only risk embarrassing yourself and the brand.

To “google” is already a generic verb. Merriam-Webster defines it as “to use the Google search engine to obtain information about (as a person) on the World Wide Web”.

Yes, you might risk that the next edition defines it as “to use any search engine to obtain information etc.” but only if you fall behind as regards quality, relevance and marketing. Focus on that, because that is important.

Moreover, when people start using “google” as a generic verb, the chances are that they will think of Google first when they are looking for a search engine. That’s a good thing.

Another opinion: Why Google is right to rebuke brand abuse (Out-Law.com)
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