Understand Your Buyer > How to Engage > Eponymy
What is it?
Eponymy is all about using your brand name as “the thing” (noun).
Why does it work?
It works because it means your buyers and potential buyers will reference your offering by name and have a deeper connection to it than a simple brand name.
Plastic boxes are known as “Tupperware”, pens are “Biros” and hot tubs are known as “Jacuzzis” but these are brand names that have become “the thing”.
How can you use it?
Achieving brand name noun status is possible in one of two ways:
- You are the first mover in a space and as such “define” the “thing” that you do.
- You are the market leader in a space and through your sheer volume of clients and your profile.
Remember – The Burden of Proof is on you to educate the market to use your brand name as a noun.
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