When you are relatively new to a given area, and nobody quite really knows your name (ex. Normally live in Western Mass then transfer schools to live in Boston) and you do something so absolutely fucked that the entire campus only knows you by what you've done and not your name.
kid1: yo, have you met my friend derik?
kid2: wait, is that the kid who cracked his head on concrete and had to get 8 staples in his skullplate?
kid1: yeah man thats him!
kid2: Fuck yeah!! he's fucking Brand Name now!