well we had a recent discussion here about basecamp having to run ads to insure their name was top of a search listing. to me their name was more generic than this one. that is the problem with having a corporate name that already has been used in literature if not common discussion. if the name you want is already a reference to what you want to do or what you want to associate with your not really establishing a brand your merely exploiting an existing situation.
google became the term after the name gained popularity, base camp, back country, and such, were terms of activities or places long before someone decided it was a brand.
* edit : the two that stick out in my mind as brands establishing association with the product regardless of who made it would be xerox and Kleenex. In some parts of the world Coke is synonymous with soda.
I don't believe their problem was that terms related to the previous definition of base camp were appearing above them, but that their competitors were appearing above. They were indexed well, but you can pay to be above your competitor when the user is searching for them.
google became the term after the name gained popularity, base camp, back country, and such, were terms of activities or places long before someone decided it was a brand.
* edit : the two that stick out in my mind as brands establishing association with the product regardless of who made it would be xerox and Kleenex. In some parts of the world Coke is synonymous with soda.