Mixin brand

This is either public documentation of the fact that I coined this usage, or a call to prove that it’s already been coined :-). But, according to a quick search of the web with Google, which, as I understand it, contains all phrases that anyone’s ever said, and hence all phrases that have ever been coined, nobody’s said this before. It kinda surprises me.

Anyway, what I’m trying to convey with ‘mixin brand’ is that kind of brand that doesn’t encompass the whole product or service, but only some characteristics of it. For example, you don’t buy a Microban keyboard, you buy a Fellowes keyboard with Microban microbial protection. You don’t buy Thinsulate mittens, you buy L-Bow mittens with Thinsulate insulation. If you’re the sort of person who buys mittens, ya know.

I often think that I’ve coined something and immediately find thousands of uses of it on the web, so it’s sorta cool that this one is at least not quite as obviously already out there…

This all came from pondering a mixin brand that I think would have some sales potential, if done right. Maybe I’ll blog about it at some point, but right now it’s just a baby in my brain.

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