The Hoover metaphor

A report last week in The Guardian about the UK digital ad market includes this text:

hoover up

Google and Facebook will hoover up the market between them, it says.

“Hoover up?”

This is not new by any means, but it is another instance of how the once-dominant vacuum cleaner brand name Hoover – note the capital ‘H’ – has become a generic descriptor (with a lower-case ‘h’) that’s used in metaphor as a verb like The Guardian’s use, as well as often applied when talking about any brand of vacuum cleaner.

It’s also what can happen to a brand where the owner has not taken the legal steps required in order to protect his rights to the intellectual property in the brand and name.

I tend to write ‘Hoover’ (with that capital ‘H’) whenever I use the name as a metaphor. Just a way of tipping the hat to a name that is in common use today but not as the brand owner foresaw.

And let’s not even talk about xerox, kleenex and many more


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