When does a trademark become generic? Part 2

By Debby Winters

Recently we talked about the possibility of the trademark for Google to become generic, meaning any internet search not just one conducted with the Google search engine.  Well, the folks at Velcro are at risk of the same thing.  So they have gotten creative and made a video to remind the public not to use their trademarked name in a generic way since some people might be referring to hook and loop-type fasteners made by other companies as “velcro.”

When this happens, most trademark owners take some kind of action to remind the public that their mark represents a brand, not a generic term.  It works best if your action is one that people might like well enough to pay attention to, rather than just ignore.  Velcro has done that with a new campaign that features the entertaining video, “Don’t Say Velcro.”  The video features people purportedly from the Velcro legal team, singing and dancing while instructing you on the proper use of their mark.

Not only can you enjoy the video, but they also have a behind the scenes video of its making. If you want to understand more about this process of being generic, check out the videos!

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