[supermatt]

You CAN call yourself Coke, Pepsi, or whatever you like. What you cant do is cause confusion with other uses of the mark.

Trademarks dont mean you own a word, they mean that the use of that word is to be protected from passing-off/impersonation (intentional or otherwise).

So by all means call yourself Coke - just dont market yourself as a soft-drink (or whatever other categories the mark is held and/or defended in).