Being THE term is the holy grail for consumer brands. You can only get huge when your brand is the synonym for a whole concept or industry. Like ColaCola, Uber,

Being THE term is the holy grail for consumer brands. You can only get huge when your brand is the synonym for a whole concept or industry. Like ColaCola, Uber, Facebook, Tweet etc etc. For example Mark's explanation of Facebook [1] or the Photocopier sketch [2] Edit: fixed link order [1] https://youtu.be/cUNX3azkZyk?t=135 https://youtu.be/cUNX3azkZyk?t=135 (video) [2] https://www.youtube.com/watch?v=PZbqAMEwtOE https://www.youtube.com/watch?v=PZbqAMEwtOE (video)