Samsung appears to be the most recent brand to board the brandverbing bandwagon with its Galaxy Note 4 advertising campaign, asking the critical question: Do You Note?


Samsung has federally-registered in the U.S. the trademark GALAXY NOTE for smart phones, mobile phones, and tablet computers — note the absence of a disclaimer of NOTE, meaning that term is believed to be distinctive, not descriptive or generic for the goods (at least for now):

GalaxyNoteAnd, Samsung’s DO YOU NOTE? trademark application publishes for opposition tomorrow.

As you know, we have welcomed the challenge by marketing types to press the edges and not fall into the assumed knee-jerk legal trap when it comes to weighing the true risks of genericide based on the verbing of brands, but if you’re not Google, this recommended reading from our archives — on the subject of trademark verbing and the risk of genericide, is still highly useful:

Who will be the next to jump on the brandverbing bandwagon? How long will the ride last?

  • As a marketing “type,” I like their use of “note” in Do You Note? I look forward to further developments on their trademark application!

    • stevebaird

      Hi Nancy, thanks for dropping by and sharing your perspective! We will follow further developments and keep you posted! I’m not expecting any hiccups for Samsung, if those were to occur, they most likely wouldn’t surface until litigation.

  • We had a very good response to this type of advertising for a high-powered Chicago litigation firm, Novack and Macey. We used “Novack and Macey” to mean “refer the case to Novack and Macey.” See some examples at:

    • stevebaird

      Hi Ross, thanks for sharing these examples! Are you able to share how you measured the response and effectiveness? Thanks!

  • James Mahoney

    “Do you Note?” “No,” and I move on. So the first problem is that it’s a yes-or-no question which requires zero engagement of the audience. The idea is that people will be curious enough to wonder what “to Note” means. We aren’t. We don’t care.

    The second problem is “to Note” has no pointed meaning, as “to Google” did and does. Hearing someone say, “I Noted the movie times,” “I Noted a tweet,” etc., does nothing for Samsung. To see statements like those written just makes one think that the writer made a typo.

    So, though I note that this doesn’t answer your question, Steve, I hope you also note that I just couldn’t stop myself from responding to the dumb Samsung line.

    Gotta go duetsblog a few more subjects now…

    • stevebaird

      James, we love it when you don’t stop yourself from responding, please continue, note away!
      Also, I think you win the award for the first to verb the duetsblog brand, congrats!