I'll give them 1; that's entirely fair and reasonable. 2 they break themselves, with their stylised logo. 3, 4 & 5 are just silly... Sorry, Filofax; you're a noun now... Kevin.
I think I would struggle to use the term, “Filofax personal organiser”, when I don’t generally use these Filofax personal organisers as, er, personal organisers.
More commonly, I binders as a journal, a photo album, a diary, a folder for one specific project, a notebook, a receipt depository, or (in one specific example) as a pen holder, using zip lock plastic envelopes.
It’s as daft as Hoover proclaiming that people must use the term, “Hoover personal vacuum cleaner”. It’s not just daft, but uses more ink and paper; and time.
Organisations ought to be proud that their trading name has become a noun.
This seems to be aimed at enforcing a distinction between a product category (“personal organiser”) and the brand (“Filofax”). According to Richard Koch in his book “The Star Principle “ (2008), this is something David Collischon, the Filofax company owner, encouraged in 1986, to align with marketing experts who say it’s easier for us think first about a category and then about a brand. They would argue that a brand name is devalued if it becomes generic.
They are valid, but…. Perhaps Filofax should be grateful that their brand name is often used to describe and entire range of products. Think of Hoover for Vacuum Cleaner or Tannoy for PA System. It shows how well the product had reached into popular culture. If you are advertising Filofax products I get the rules, perfect sense, but the rest of us, we can say what we like. Of course we will all use the correct terms, but to the general public a Van der Spek ring organiser is a Filofax. Funny how they are insisting on a capital F when their logo doesn’t use one!
I agree, but also dislike the all-to-common corrupting of the brand name such as “filohack’, ‘filowiki’, ‘frankenfax’ and even ‘Philofaxy’!
ReplyDeletePhilofaxy wasn't my invention!! Amusingly looking at the search stats the word 'filofaxy' often comes up!
DeleteTim, *too hahaha
DeleteI'll give them 1; that's entirely fair and reasonable.
ReplyDelete2 they break themselves, with their stylised logo.
3, 4 & 5 are just silly... Sorry, Filofax; you're a noun now...
Kevin.
I think I would struggle to use the term, “Filofax personal organiser”, when I don’t generally use these Filofax personal organisers as, er, personal organisers.
ReplyDeleteMore commonly, I binders as a journal, a photo album, a diary, a folder for one specific project, a notebook, a receipt depository, or (in one specific example) as a pen holder, using zip lock plastic envelopes.
It’s as daft as Hoover proclaiming that people must use the term, “Hoover personal vacuum cleaner”. It’s not just daft, but uses more ink and paper; and time.
Organisations ought to be proud that their trading name has become a noun.
Oh yeah; and doesn't the example for Rule 2 violate Rules 4 & 5...?
ReplyDeleteKevin
I think you’re right Kevin.
DeleteThis seems to be aimed at enforcing a distinction between a product category (“personal organiser”) and the brand (“Filofax”).
ReplyDeleteAccording to Richard Koch in his book “The Star Principle “ (2008), this is something David Collischon, the Filofax company owner, encouraged in 1986, to align with marketing experts who say it’s easier for us think first about a category and then about a brand. They would argue that a brand name is devalued if it becomes generic.
They are valid, but…. Perhaps Filofax should be grateful that their brand name is often used to describe and entire range of products. Think of Hoover for Vacuum Cleaner or Tannoy for PA System. It shows how well the product had reached into popular culture. If you are advertising Filofax products I get the rules, perfect sense, but the rest of us, we can say what we like. Of course we will all use the correct terms, but to the general public a Van der Spek ring organiser is a Filofax. Funny how they are insisting on a capital F when their logo doesn’t use one!
ReplyDelete