In a light hearted, but forceful attempt to strengthen its brand and avoid the “generic” label, the Belgium company that owns the VELCRO trademark, Velcro BVBA, has produced a video that seeks to educate the public on how to use – and not to use – the trademarks of well-known products, including its own. The video reminds consumers that when they use such well-known trademarks as CLOROX, or BANDAIDE, or ROLLERBLADE … or VELCRO, to refer to a products that do not originate from the trademark owner, they are doing damage to the brands, and urges consumers to stop the practice. There is also a subtle message in the video, that if you use the trademarks to pass-off on the reputation of the brand owners, you might find yourself in trouble with their trademark attorneys.
The video can be viewed at the following link – https://www.youtube.com/watch?v=rRi8LptvFZY
Entry prepared by Barry Hutsel.