Lifetouch vs. Olive Juice Studios

In the business world, there is something called “genericization”. That’s when a trademarked brand name like “Kleenex” becomes a generic word everyone uses to describe all products in the same category, regardless of maker (ex: facial tissue). You’d think this is a good thing, but it’s not. Businesses can lose their trademark and brand equity (perceived value, customer loyalty). Also, the genericized word may be used to describe something in a negative way. “Lifetouch” is an example of this. It is so well-known for its school photography, people have started using it as a noun for any/all school photographers. The noun, however, refers to lazy photographers, one-size-fits-all posing and dark, flimsy, cut-your-own photos. Moms use the word “Lifetouch” when they talk to us about their boys’ senior photos. They tell us they want something better, different. They want their sons to have customized photo shoots to show off their personalities and interests. They want their boys to look their best, most genuine selves. They want Olive Juice Studios.