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Corssfit and Google are the only two business entities that I can think of that are both used as a noun and a verb.
Studied a few of these in a marketing class. Off the top of my head, Fed Ex is another. "I'll Fed Ex it over". Another great way of branding is when your product is referred to by it's brand name rather than what it is. For example - Kleenex. "Pass me a Kleenex" is used far more than "pass me a facial tissue". Scotch tape is another example as it's really "invisible tape". If you can successfully brand like that, then you have a goldmine.