genericize
Strip distinctive features
Genericize means to make something generic—to remove distinctive features or branding.
Most often applied to trademarks that become common words: aspirin, escalator, and zipper were all genericized from brand names.
Companies fight to prevent this: Xerox ran campaigns to stop people from genericizing their trademark.
The process can also apply to anything made less specific or distinctive.
Duplicate via machine
- aspirinAcetylsalicylic acid tablet
- escalatorAutomated people-lifting stairs
- thermosInsulated liquid container
- zipperToothed closure device
band-aid · jacuzzi · velcro · dumpster · laundromat · heroin · cellophane · linoleum
Increase in size
- widenExpand in breadth
- extendMake longer or larger
- broadenExpand in scope
- diluteReduce by adding solvent
abstract · universalize · blur · defocus · loosen · encompass · umbrella
Make interchangeable for trade
- homogenizeMake uniformly consistent
- flattenMake level or smooth
- levelHorizontal or uniform position
- deindividualizeRemove individual traits
mass-produce · cookie-cutter · one-size-fits-all · undifferentiated · sameness · uniformity · bland · vanilla
Make things match norms
- normalizeMake regular or standard
- formalizeMake official or systematic
- codifyOrganize into formal rules
- systematizeArrange into ordered structure
regulate · template · benchmark · protocol · specification · compliance · conformity · consistency
Present in all places
- widespreadExisting across many places
- commonplaceUnremarkable and frequent
- prevalentCommonly occurring, widespread
- mainstreamDominant cultural current
ordinary · everyday · garden-variety · run-of-the-mill · unremarkable · nondescript · no-name · off-brand
xerox
Duplicate via machine
- aspirinAcetylsalicylic acid tablet
- escalatorAutomated people-lifting stairs
- thermosInsulated liquid container
zipper · band-aid · jacuzzi · velcro · dumpster · laundromat · heroin · cellophane · linoleum · trampoline
expand
Increase in size
dilute · abstract · universalize · blur · defocus · loosen · encompass · umbrella
commoditize
Make interchangeable for trade
- homogenizeMake uniformly consistent
- flattenMake level or smooth
- levelHorizontal or uniform position
deindividualize · mass-produce · cookie-cutter · one-size-fits-all · undifferentiated · sameness · uniformity · bland · vanilla · whitewash
standardize
Make things match norms
- normalizeMake regular or standard
- formalizeMake official or systematic
- codifyOrganize into formal rules
systematize · regulate · template · benchmark · protocol · specification · compliance · conformity · consistency · calibration
ubiquitous
Present in all places
- widespreadExisting across many places
- commonplaceUnremarkable and frequent
- prevalentCommonly occurring, widespread
mainstream · ordinary · everyday · garden-variety · run-of-the-mill · unremarkable · nondescript · no-name · off-brand · unbranded
genericizespecialize
Focus on particular field
particularize · individualize · specify · differentiate · customize