Aspirin. Trampoline. Escalator. Thermos. Once high-value name brands, these are now generic terms to describe any brand of salicylic pain relievers, jumping devices, moving stairways and insulated containers. Through "genericide," these companies were the victims of their own success. Why did these brands die, how are brands like Jell-O, Q-Tip, Kleenex and Realtor hanging on, and are brands like Google so super successful they don't have to worry?