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September 9, 2005

LEGO: To S or not to S?

LEGOLEGO is a great brand with a noble goal. LEGO is derived from combining the Danish "leg godt," which means "play well" and translates to "I put together" in Latin; although the company stresses that the name etymology is totally Danish.

LEGO doesn't want to become the next Kleenex or Cellophane. Yes, Cellophane was originally a brand name.

If a consumer types in www.legos.com, they are taken to a site owned by LEGO and see a notice that encourages the consumer to refer to the brand as LEGO, not LEGOS.

From day one, Rollerblade stressed to the outside world that the brand is a product for inline skating. Most would agree today that Rollerblade has lost its battle. Have you ever heard anyone say, "Let's go inline skating?"

However, English is a very fluid and accommodating language. It is estimated that only 1% of words in the Oxford English Dictionary are derived from Old English. Furthermore, new words are being added to the OED at an increasing rate. From 1992 to 2002, over 3,500 new words were added to the Oxford English Dictionary.

FedEx logoOther companies seem to recognize the fluidity of the English language and embrace it in their brand name. Consumers were referring to Coca-Cola as Coke, and the company decided to also trademark the Coke name. Likewise, many customers were referring to Federal Express as FedEx, and the company shortened its name to FedEx.

It will be interesting to see where the LEGO brand ends up.

Posted by William Lozito at September 9, 2005 5:49 PM
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2 Comments

Seeing these kind of posts reminds me of just how technology truly is something we cannot live without in this day and age, and I am fairly confident when I say that we have passed the point of no return in our relationship with technology.


I don't mean this in a bad way, of course! Societal concerns aside... I just hope that as the price of memory falls, the possibility of uploading our brains onto a digital medium becomes a true reality. It's one of the things I really wish I could encounter in my lifetime.


(Posted on Nintendo DS running R4i DS ccPost)

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