Inventing Verbs

What is the hallmark of success in our digital age? The indisputable argument that your brand has joined the pinnacle? The social convention that turns your brand into vernacular and brings it into daily lives?

Google, Shazam or Twitter are just some of those brands that have broken free from their social condition to join the lips, pens, keyboards and search queries of millions, in the form of verbs.

google.
verb (third-person singular simple present googles, present participle googling, simple past and past participle googled)

shazam.
verb (third-person singular simple present shazams, present participle shazaming, simple past and past participle shazamed)

Brands who aim for the pinnacle should consider this transitive option, i.e. turning nouns into verbs. However this is no easy task and should not be tried unless your brand is bold enough to create something that turns your consumers into actual users, and to put the weight of your brand (and your media spend) behind this new something…

The question is no longer « To Be or Not To Be », rather « To Tweet or Not To Tweet’. Will your brand dare to try and join the ranks of these select few? How would you use these for instance:
To Apple?
To Starbucks?
To Disney?
To Pepsi?