[T]he speed at which reputations are made and destroyed in the Internet age has changed the thinking about the danger of brand namesâ€™ becoming verbs. Better to get the market share when you can and worry later, when the brand becomes part of the popular vernacular and less distinctive in the process.
â€œThe risk of becoming generic is so low, and the benefits of being on the top of someoneâ€™s mind are so high,â€ said Rebecca Tushnet, an expert on trademark law at Georgetown University.
â€œIn the past, Xerox ran a very expensive campaign in places like Editor and Publisher that said donâ€™t use xerox as a verb,â€ she said. â€œWhat people know from marketing experience now and what people now understand as a practical matter is that it is very good when people use your name as verb.â€
Very, very good, as Evan Brown and I said three years ago almost to the day. Hey, look, they’re working on it over there. It’s not like you can cut down a forest full of dead trees and turn them into a bunch of blogs overnight!