Chambaz ponders whether or not this is a concept that should be embraced.

On the one hand it is a great proof of consumer endorsement, but on the other hand there is a thin line between being a dominant brand and becoming a mere generic verb, says Chambaz. Because ultimately marketers are keen on top of mind, as long as it translates into preference.What if suddenly customers were to describe the positive consumption of your competitors product by using your brand, he adds. You would be commoditized, and your brand would lose its value.