There is a lot of talk in the SEO community that Google is now favoring brand names in search.
To test that theory, I went to Google and typed “flowers” (like I do everyday) and sure enough Teleflora in now ranking for that term. The last time I checked on Teleflora’s ranking for "flowers" they weren’t even in the top 100.
There are over 50,000 searches performed on "flowers" everyday and now the results are beginning to resemble a billboard of brand names.
The term "flowers" is so much bigger than these companies.
Added note: See Chris Crum interview with Aaron Wall on branding.