Who Owns the Letter X?

Who Owns the Letter X?

It’s no longer “X” marks the spot on a treasure map. The use of “X” first increased as it became a go-to variable in beginning algebra. Then it evolved to become a secret ingredient of success, someone’s “X factor”. Now “X” seems to mark every spot, having found its way into the identities of a slew of companies, products and even universities in an attempt to create the perception that they are on the cutting edge. But what does it mean anymore, and can anyone rightfully own it?

There are several ways in which “X” has been used:

•  Xerox was one of the first and logical users of “X”.
• For EXXON, one “X” was not enough.
• The X Games drew a new breed of sports enthusiasts to ESPN.
• Microsoft wisely left its brand off the naming of XBox, the company’s successful entry into the gaming and entertainment market. But now it needs wordier names, such as XBox One and XBox Entertainment Studios, to explain why XBox still matters.
• Comcast launched its Xfinity service to divert attention from its troubled brand though a new, hyperbolic and space-aged entertainment sub brand. In the end, it just confused a lot of people.
• Ted, a set of global conferences, used TedX presumably to indicate an extension or auxiliary to the original, exclusive event.
• Space transport company SpaceX seems to say it is headed to places unknown, perhaps in the same vein as the algebraic “solve for X” mode. It is instructive to think of the context of the X PRIZE, and www.x.com, Elon Musk’s first startup.
• Universities are now joining the fray, each with its own purpose. Stanford’s StartX is an investment fund for student entrepreneurs. HarvardX is “a bold experiment to push the boundaries of learning through reimagined teaching, unprecedented research and cutting-edge technology,” or a response to the quandary of online learning.

With so many uses, all saying different, but ostensibly trendy things, is “X” going to go the way of “e”? Does it still add the desired magic to any identity? Can any one company or project really own it anymore? Or, is it really just a weak substitute for a creative expression of unique value?

If you’re thinking about using a trendy letter in your name, there are a few questions you should ask yourself:

• Are you using the letter to say something meaningful, or just to get attention? Attention getters typically have shorter shelf lives.
• Does the use of a trendy letter create sustainable differentiation, or do you risk blending in over time as others adopt the same idea? This tactic has a very low barrier to adoption.
• How long will it be before the trend is over and the market has moved past your naming convention?

Some companies have managed to take true ownership of trendy letter. Apple has done quite well (and protected itself very aggressively) with “i”. VMware has made a strong case for its ownership of lowercase “v”. The bottom line: be sure that what you’re doing is relevant, ownable and works with your overall brand strategy.