Leveraging other people's content to support your own ideas

I’m sure you’ve come across marketers who bombard you with headlines like, "What Bill Gates can teach you about your own marketing and branding". This is known as leveraging other people’s brand name or content. That is, they use the content generated around well-known events, ideas, people, and pop culture references as analogies to boost and add value addition to their own messages. No harm in this…you can do the same if it works for you. Just make sure it doesn't infringe upon any copyrights.