It's a bad idea to have too many backlinks using the same anchortext. Now it's all about branding. Use your company's name in the backlinks. But how does Google tell the difference between a lot of backlinks using your company name and using too many exact match keywords? They're the same from an anchortext standpoint. If your domain is domain.com and 50% of your backlinks say "domain," how does Google tell if that's keyword spamming or if that's just your company name being used in the backlinks? If you get a lot of links using your company name which also happens to be your domain name, how is that any different from getting an EMD penalty for using too many exact match backlinks?