Honestly, I have never seen a marketing team smarter/more effective than the people at GoPro.  

Whether you're watching professional hockey,  or watching a dude jump from space,  there is always a GoPro involved.   They have made the word synonymous with rugged cameras in the same way band-aid became synonymous with adhesive bandages.  Brilliant.  Of course, it doesn't hurt that it's a fantastic little camera as well.