Converting Brands into Verbs the Marketers Dream....

This post is triggered by the new ads of Flipkart, which end with "Ab sirf shopping nahi, Flipkart Karo" Wanting a brand to represent a category and becoming generic is at one level, most of us would say zerox karo even though it is a cannon photocopier. It works in the company's favour when the category is nascent, as the online shopping world is today, but then what would happen later when one flipkarts a book from a infibeam.com? Taking into the next level is to push the brand to become a verb, Internationally Fedex the letter kind of things… Despite the possible negatives in the future, it is a marketers dream to become generic for the category and even become a verb... Some other companies which have been trying to do this is Cadbury's with " kuch meetha ho jaye" or "Shubh Aarambh", “Tanda Matlab” Coca Cola Campaign some time back.......