The Independent are reporting that Google has fired off a series of legal letters to media organisations, warning them against using its name as a verb, presumably to avoid dilution of the brand term over time.

“Googling” has been a common phrase used for years now and has featured in many popular culture media, ranging from films to books - it may be too late for Google to start to clamping down on the use of their brand term.

It’s not uncommon for brand terms to become synonymous with their products or services.  Frequently, people “hoover” their carpet, write with a “biro”, use a “yo-yo” or “xerox” some copies.

At the end of the day - it is a signal of being market leader and if that’s the worst thing to happen to your company then I think you’re doing not too badly!