" ... the structure deep in our brain 'Photoshop' these images, adding contrast, enhancing resolution, inserting and deleting details." - Tali Sharot in "The Optimism Bias: A Tour of the Irrationally Positive Brain. Here you can order that book from Amazon.com.
When brandnames are leveraged as verbs, a force field is created. At least initially. Then the usage blends into the standard linguistic scenery. Consider "google him." It might come to even denigrate the original brand. In time, the company behind the brandname "Xerox" didn't fare too well. "iPhone me" is still holding up. And Sharot's introduction of "Photoshop" into his 2011 book still gets attention from the 2014 reader.
The opportunity for thought leaders and other public speakers and authors is to figure out how to do this before others do. That could be the grabber. For example, "If only we could "The Sopranos" our non-team players. But since we can't, today I offer these four tips to pull us together." You bet, the media would pick them up. So would everyone who needed to in the audience.