Wednesday, February 17, 2010


Sometimes it sucks to own a brand category. Just ask Zamboni. Or better yet, Google "Olympic Zamboni fail".

The problem is, those environmentally responsible ice resurfacers that wrecked the ice at the men’s 500 meter speed skating event on Monday weren't Zamboni® brand. They were Canadian-made Olympia machines from Canada's Resurfice, "What every ice resurfacer should be."

According to the CTV coverage of the incident, VANOC says they chose the Canadian supplier due to a significantly lower cost. At the same time, it has long been known that old-style gas-driven machines are really bad for indoor air quality, and that the adoption of electric Olympias was part of Canada's attempt at creating a "green Olympics" image. Oh yeah, and the whole "Canada #1" thing.

What makes this really tragic for the Canadian supplier is that they had beat out a giant in the industry. According to Zamboni's latest press release, they were the exclusive supplier to the Winter Olympic Games in Torino, Salt Lake, Nagano, Lillehammer, Lake Placid, Sapporo, Innsbruck and Squaw Valley, and "participated" in the Winter Olympic Games in Calgary and Sarajevo.

Zamboni got a further boost when it became publicly known that Olympics organizers were shipping in a trusted old Zamboni from the Calgary Olympic Oval — overnight and over the mountains — to fix some of the problems.

You'd think Zamboni would be cheering. But brand leadership does not work that way.

From their release:

"This past weekend, the ice resurfacing equipment at one of the 2010 Winter Olympic Games apparently malfunctioned and was unable to perform its resurfacing task. These machines were not manufactured by the Zamboni Company.

A few media outlets have published inaccurate information regarding those machines, associating the Zamboni brand name with the malfunctioning ice resurfacers.

While it is unfortunate that there was an interruption to the Winter Olympic events, please note: the resurfacers which were on the ice during those events were not Zamboni® brand ice resurfacers and should not be referred to as "Zamboni machines"."

What's the big deal? When you're the leader, you have everything to lose. Just as we commonly call all adhesive bandages "Band-Aids" or all tissue "Kleenex", Zamboni is suffering from being used as a generic term. Intellectual property lawyers hate this, because it means losing control of the brand. (It's also the reason that the cutesy jingle "I am stuck on Band-Aid, 'cause Band-Aid's stuck on me!" has become the awkward "I am stuck on Band-Aid® Brand, 'cause Band-Aid's stuck on me!")

In Zamboni's case, while the brand certainly benefits from name recognition when an Olympia is generically referred to as a "zamboni", they also suffer much more damage when their name is taken in vain over a competitor's fail.

Zamboni got off easy. At least they weren't misidentified as having a key role in a horrible massacre, leading to their name being forever associated with mind cults and control. That honour goes to Kool-Aid. Turns out Jones may well have served up Flavor Aid instead.

1 comment:

  1. Since Tom said to comment on the blog and not on Facebook.....

    Nice ..... but that's the problem of having a genericized name -- everyone refers to those things by your name. And if it fails .... :D

    Zamboni is doing what their lawyers are telling them to do -- police the market and make it known that you ARE protecting your brand. Rollerblade didn't really do it very much so they are getting screwed. Coke is STILL doing it well and they're happy as clams (or Coke shareholders).

    Google has a bit of a fight on their hands since (I think) Google is now a recognized verb. But I guess if Google is still fighting the genericization of its name, I guess that means they should still have trademark protection.

    I should mention that none of the above qualifies as legal advice and if you take legal advice from some anonymous idiot leaving a comment on a blog, then you get what you deserve. :D (And no. I'm not a trademark lawyer.)