Never underestimate your brand

"A brand should strive to own a word in the mind of the consumer." (quote: Al & Laura Reis)

In 1907, following a very long line of patents raised by names you would never recognise,  James Murray Spangler,  a school caretaker from Ohio, designed and patented the first portable vacuum cleaner with unique rotating brush.  However, in 1908, due to lack of funds and foresight, he sold his idea to his cousin's husband, William Henry Hoover. William owned  a slowing 'Hoover Harness and Leather Goods’ business which was fast becoming obsolete following the rise of the car. Therefore, Hoover was on the  look-out for a new business venture.

To say that Hoover since became a household name would be an understatement as he took the term ‘brand’ to the highest level appearing today as a proper noun in encyclopedia’s and dictionaries alike and furthermore, developing into a proper verb and more recently slipping into slang usage.

www.wikipedia.com  : A vacuum cleaner, commonly referred to as a vacuum in the U.S. and a hoover in the UK, is a device that uses an air pump to create a partial vacuum to suck up dust and dirt, usually from floors.  

1.  To hoover , 
2. to vacuum-clean (a carpet)  
3. (often: foll. by: up) to devour (something) quickly and completely
 
Collins: English Dictionary Definition (Meaning) of : HOOVER verb 

Mr Hoover’s purchase was unquestionably visionary based on limited information, however it was his development of the international brand that was equally crucial to his success. The attention to detail and proud use of branding across every element of the product plus heavy investment in PR campaigns has ensured that over a century later, Hoover holds firm as one of the leading manufacturers of household goods, including vacuum cleaners in the US and in the UK, the name Hoover has become synonymous with the vacuum cleaner .

The unprecedented success of this lowly household cleaning device. The vaccuum has captured the hearts and imaginations of many creative-types trying to design the next iconic brand. 

Inventions include uprights, cyclone, water, handheld,  wall mounted, robotic, ride-on and roller-ball. Dyson are most certainly leading the chase to become the next ‘vacuuming’ verb to leave their mark, however despite profits of GB£115 million (2006) and dominating the UK market share, we will undoubtedly still be ‘hoovering’ with our Dyson for many years to come.

Never underestimate the potential value of what you have created.  The proof of the pudding...

http://www.puddingcreative.com/